Full-Funnel Amazon Strategy Drives 181% New-to-Brand Growth

​OVERVIEW​

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Step2 launched its pool lounger in 2023 as part of a category expansion. After an ASIN update, a full relaunch was required in early 2025. With limited reviews and strong competition, the brand needed to build visibility, drive conversion, and prove the product’s long-term potential. Channel Key deployed a three-phase, full-funnel strategy to deliver results.
 

APPROACH

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• Build Awareness with DSP
  Launched geo-targeted DSP campaigns in warm-weather states using in-market and lifestyle audience signals to generate early traffic and consideration.
   

• Dominate Top-of-Search During Peak
  Activated Sponsored Products, Sponsored Brands, and Sponsored Brand Video aligned with high-intent keywords. Used AMC insights to drive engagement and conversions.
   

• Sustain Momentum Post-Season
  Used AMC to retarget unconverted shoppers and optimize ads in evergreen regions. Focused on cost-efficient remarketing to drive continued sales and visibility.
   

CONCLUSION

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Within just one season, Step2 transformed an underperforming product into a top seller by executing a phased, full-funnel strategy on Amazon. By combining DSP awareness with Sponsored Ads and AMC-driven insights, Channel Key helped the brand capture high-intent traffic, boost engagement, and scale customer acquisition. As the data shows, the campaign drove an 89% increase in ordered sales, a 147% lift in traffic, and a 181% jump in new-to-brand orders—establishing Step2 as a breakout contender in a highly competitive seasonal category.