How Marvis and Remazing redefined oral care with premium storytelling and precision media
Marvis, the Italian-based dental care brand, entered the highly competitive oral care category with a premium positioning centered on flavor, design, and luxury.
The Challenge
Competing against dominant mass market players, the brand needed to drive conversion without diluting its premium identity.
Marvis entered the highly competitive oral care category with a premium positioning centered on flavor, design, and luxury. Competing against dominant mass market players such as Colgate and Oral B, the brand needed to scale visibility, spark consideration, and drive conversion without diluting its premium identity. The focus markets were Germany, UK, France, and Spain, where Marvis aimed to expand reach and relevance in a category typically driven by price and functionality. The core challenge was to transform a functional product into a premium Amazon experience while preserving brand equity and maintaining price integrity in a crowded and performance driven environment
Our Approach
A three pillar Amazon Ads strategy combining performance rigor with premium storytelling.
We implemented a three pillar Amazon Ads strategy combining performance rigor with premium storytelling. First, Sponsored Ads accounted for 70% of total spend, prioritizing high intent keywords to capture demand at the lower funnel. The remaining budget was allocated to brand defense and competitor ASIN targeting, particularly in Germany and the UK, ensuring visibility against key players while protecting branded traffic. Second, localized DSP campaigns supported upper and mid funnel consideration. Seasonal pushes, especially in Germany during Q4 2024, re engaged high intent audiences and strengthened brand recall while maintaining a luxury creative standard across placements.
Journeys with four or more touchpoints significantly outperformed shorter paths in conversion rate and ROAS.
Third, Amazon Marketing Cloud insights informed targeting and SKU prioritization. AMC path to purchase analysis revealed that journeys with four or more touchpoints significantly outperformed shorter paths in conversion rate and ROAS. This insight shifted the investment strategy toward multi touchpoint engagement to maximize new to brand growth. Marvis Whitening SKUs ranked among the top 10 NTB drivers across all markets, guiding promotional focus and creative amplification. Creative consistency was ensured across PDPs, Brand Stores, and DSP assets to elevate first impressions and reinforce the premium shopping experience.
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