BACKGROUND
During peak retail moments, beauty brands face a familiar challenge: drive incremental, high-intent traffic off Amazon without relying on broad, inflexible networks or inflated CPMs. Pre-built publisher packages offer scale, but limit optimisation, restrict control, and make it difficult to efficiently reach new-to-brand shoppers at the point of consideration. KIKO and Tambo needed a more selective offsite approach that could complement Amazon activity while driving measurable performance.
SOLUTION & RESULTS
TripleLift drove off-Amazon traffic to KIKO’s Deals page using instream video across a curated set of premium beauty and lifestyle publishers, including environments such as Cosmopolitan, Women’s Health, & Good Housekeeping. Rather than relying on pre-packaged networks, the campaign prioritised selective, brand-safe placements and applied supply-side optimisation to shift spend toward environments delivering stronger engagement and downstream store activity. Standard instream video creative was used to ensure a like-for-like comparison against industry-standard publisher direct buying.
Against Amazon Publisher Direct benchmarks, the campaign delivered 11x higher ROAS, 79% lower eCPMs, and a 121% increase in incremental reach, demonstrating TripleLift’s ability to drive more efficient, high-intent traffic at scale. Importantly, TripleLift drove incremental consideration and new-to-brand impact, accounting for 10% of Deals page visits, higher NTB purchase rates, and significantly stronger efficiency than comparable pre-built publisher packages – reinforcing the value of selective supply and placement-level optimisation in offsite retail media.
