Three-Phase Full-Funnel Strategy Turns a Relaunch into a Breakout

​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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• Launch Geo-Targeted DSP Campaigns
  Generated early demand in warm-weather states using in-market and lifestyle audiences to build awareness ahead of peak season.
   

• Activate Sponsored Products, Brands, and Video
  Targeted high-intent keywords with a coordinated ad mix, using AMC insights to drive conversion at the moments that mattered most.
   

• Retarget Unconverted Shoppers with AMC
  Ran cost-efficient remarketing in evergreen regions post-season, keeping the funnel working even after peak demand tapered off.
   

CONCLUSION

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Within a single season, Channel Key helped transform an underperforming product into a top seller. Combining DSP awareness with Sponsored Ads and AMC-driven insights captured high-intent traffic, boosted engagement, and scaled customer acquisition. 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 seasonal contender.