Full-Funnel Strategy Drives 6× Share of Voice Growth and New Customer Acquisition

​OVERVIEW​

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Dan-O’s Seasonings partnered with Channel Key to scale its Amazon advertising program and unlock greater digital shelf presence. With strong brand recognition in the seasoning category but limited visibility across non-branded search, the goal was to prove that a structured full-funnel investment could drive measurable growth beyond ad-attributed sales and build the case for continued investment.
 

APPROACH

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• Launch a Full-Funnel Advertising Strategy
  Activated DSP alongside Sponsored Products and Sponsored Brands to create a complete funnel, capturing demand while building awareness across new audiences.  
   

• Expand Share of Voice Across Competitive Keywords
  Scaled presence across high-value non-branded terms like steak, chicken, and adobo to increase visibility and compete at the category level.  
   

• Drive Organic Growth Through Paid Investment
  Increased traffic and sales velocity to improve organic ranking and win additional unpaid shelf space over time.  

CONCLUSION

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Within five months, Channel Key's full-funnel strategy delivered measurable growth across every dimension of the Dan-O's Amazon business. Total advertising investment generated $1.23M in ad-attributed revenue at a 3.8× blended ROAS, with SP ROAS improving from 3.3× to 5.7× as campaigns matured.

More significantly, the brand's Share of Voice on competitive seasoning keywords grew nearly 6-fold, organic ranking improved 200%, and a high-efficiency new-to-brand customer acquisition pipeline was established through DSP. Presented with this evidence, the Dan-O's leadership team chose to continue and increase advertising investment, reinforcing the long-term impact of the strategy.