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From Insight to Impact: Nécessaire’s Prime Day Success with Halo

The Amazon Measurement Conundrum

For many direct-to-consumer (DTC) brands, Amazon represents a major sales channel with huge opportunity to connect with customers. In fact, Amazon accounts for a staggering 4 out of every 10 eCommerce sales in the US. (Statista)

However, selling on Amazon brings two fundamental measurement challenges:

Brands can’t measure the impact of digital ads (e.g. Meta, Google, TikTok etc,) on Amazon sales

Amazon operates as a “walled garden” from a data perspective. When a consumer reaches an Amazon page, UTM Parameters are stripped, meaning that measurement tools are unable to record any consumer activity on Amazon.

Brands lack a like-for-like comparison of Amazon Ads performance with other channels

Amazon is the third biggest global digital ad platform with annual US ad spend of $37 billion. However, without measurement that accounts for Amazon sales, brands are unable to see a like-for-like comparison of Amazon Ads performance versus other ad channels.

The Halo Effect: Unveiling The True Impact of Paid Social on Amazon Sales

At Fospha, we recognize the difficulties that brands face in measuring the true impact of all their ad channels across multiple sales channels.

To tackle these issues, we created Halo—an advanced measurement solution powered by Fospha’s proprietary machine learning technology. Halo:

Fospha-icon Quantifies the 'Halo Effect' of non-Amazon ad channels on Amazon sales.

Fospha-icon Delivers like-for-like ROI comparisons between Amazon Ads and other platforms.

Fospha-icon Equips omni-channel brands with a unified, actionable view of their marketing performance across different sales channels.

Solving the Amazon Puzzle for Nécessaire

Nécessaire is a premium personal care brand celebrated for its clean, effective body care products.

Amazon is a key sales channel for Nécessaire and the marketing team were all too familiar with the measurement challenges this entails.

LinkedIn Company Banner (1584 x 396 px) (1)Calvin Lammers, SVP of Digital and Media, hypothesized that channels like Meta and TikTok were generating demand and driving Amazon conversions. But he lacked the data to prove and quantify the impact.

Excluding Amazon sales, Nécessaire were left with a skewed image of their performance, which showed TikTok and Meta seemingly falling short of ROAS targets.

Without the data to prove the impact of their ads on Amazon sales and other digital channels, it was difficult to justify sustained investment in these demand-generative channels.

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Eager to find a solution to their measurement struggles, Nécessaire was among the first cohort of brands to adopt Fospha’s Halo.

In July 2024, Nécessaire received their Halo data and, for the first time, could see how much value their top-of-funnel channels were driving, not only across their own DTC website, but also in Amazon sales.

The results were striking. Halo revealed that TikTok and Meta drove far more impact than was previously possible to measure with DTC sales data alone. By accounting for DTC and Amazon revenue, Halo revealed that TikTok’s true ROAS was twice as high as its ROAS when only DTC revenue is considered while Meta's ROAS was 87% higher. 

This meant that both TikTok and Meta were exceeding Nécessaire’s ROAS targets.

 

How Nécessaire Harnessed Halo for Prime Day Success

With Halo’s omnichannel measurement, Nécessaire were finally equipped with a full picture of how their ad channels drove value across their major sales channels.

As they approached Prime Day in early October, Nécessaire harnessed Halo insights to inform their strategy. Finally able to prove the ability of TikTok and Meta to drive Amazon sales, Nécessaire maintained a full-funnel approach in the lead up to Prime Day, investing in brand-building activities to generate new consumer demand for Amazon to capture.

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The full-funnel approach proved to be highly successful. Nécessaire’s Prime Day revenue increased 7x vs prior week, exceeding Fospha’s benchmarks by 47%.

What’s even more impressive, 65% of their Amazon Prime Day sales happened organically (without influence from a PPC Ad) – reflecting the successful demand generation done in TikTok and Meta.

 

Nécessaire is an excellent example of what is possible when brands invest across the full funnel, equipped with the right measurement to spend with confidence.

We’ve been delighted to be part of their journey.

(Halo) really helps us with overall with event planning, campaign planning, and investment choices. It provides data that previously was a gap for us, so we can better plan an promote a key sales channel 

Calvin Lammers, SVP of Digital & Media

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