How RT7 Used Amazon DSP to Scale Brand Revenue by 30%

Overview

In Q4 2025, RT7 Digital architected a data-driven, full-funnel advertising strategy for a water filter jug brand on Amazon. Facing a market dominated by two entrenched competitors, RT7 deployed Amazon DSP to disrupt the category. The campaign, running from November 12 to December 31, 2025, successfully pivoted the brand from low visibility to market contender, delivering a 264% surge in organic sales and a 115% increase in total sessions.

The Challenge

The water company struggled to gain a foothold in a category where consumer loyalty was locked into two dominant brands.

• The Barrier: Low brand awareness and high brand loyalty.

• The Goal: Position the brand as a formidable disruptor by targeting competitor customers directly.

• The Solution: Leverage Amazon DSP (Demand-Side Platform) to reach customers beyond traditional search results and draw them into the brand’s ecosystem.

Strategic Objectives

To drive market penetration, we defined three core pillars:

1. Direct Market Capture: Utilise DSP to reach users currently purchasing competitor jugs and filters.

2. Full-Funnel Synergy: Harmonise top-of-funnel (DSP) awareness with bottom-of-funnel (Sponsored Ads) conversion.

3. Value-Based Differentiation: Emphasise the brand’s USP - specifically its eco-friendly packaging and superior filtration - to convert price-sensitive and eco-conscious shoppers

Strategic Execution & Implementation

The campaign was built on a "Total Market" approach, ensuring the brand was visible at every stage of the buyer journey.

1. Strategic Budget Allocation

We split the budget to fuel a dual-engine growth model:

• Amazon DSP (Top/Middle Funnel): Driving external traffic and "New-to-Brand" discovery.

• Sponsored Ads (Bottom Funnel): Capturing high-intent search traffic through Sponsored Products, Brands (Video/Spotlight), and Display.

2. Multi-Layered Audience Targeting

We moved beyond simple keywords to target specific user behaviours:

• Competitor Conquesting: Targeting users who previously purchased competitor products.

• 3P & Lifestyle Audiences: Engaging "In-market" shoppers and "Eco-conscious" lifestyle segments.

• Behavioural Retargeting: Re-engaging users who viewed the brand’s products but did not convert, as well as cart abandoners.

Implementation 

From November 12 to December 31, 2025, we maintained rigorous optimisation, performing weekly performance audits and bi-weekly strategic pivots to reallocate spend towards the highest-performing creative assets and audience segments.

The Results

• Organic Sales - Increase of 264.1%

• Total Revenue - Increase of 30% 

• Total Impressions - 2,936,083

• Sessions - Increase of 118.9%

• Page Views - Increase of 99.8%

  
  

Conclusion & Future Outlook

DSP is not just an awareness tool; it is a catalyst for organic growth. By strategically targeting "unaware" and "competitor-loyal" audiences, RT7 Digital successfully bypassed market saturation.

Moving forward, we will scale this blueprint by doubling down on Amazon Marketing Cloud (AMC) insights to further refine the path to purchase and solidify the water jug and filter brand’s position as a category leader.