Mosh, a fast-growing functional food brand, leveraged significant exposure from ABC's Shark Tank to grow rapidly on Amazon.

They sought Cartograph's expertise after their initial momentum slowed, aiming to shift from short-term growth spikes to sustainable, efficient, year-round performance.

Mosh - a 7 figure Amazon business - set an ambitious goal of doubling their revenue on the channel.

However, performance plateaued, subscription growth stalled, and scaling PPC ads became inefficient.

They needed a clear, strategic, full-funnel approach to sustain momentum, accelerate subscription growth, and navigate increased competition with tight unit economics.

Full-Funnel Advertising Strategy:

Throughout the funnel, each format and channel echoed consistent visuals and benefit-led language, focusing on cognitive support, ingredient transparency, and taste. This sequencing helped ensure that wherever shoppers encountered Mosh, they received a unified message that aligned with their journey stage, maximizing both reach and efficiency.

Optimized Budget Allocation:

Allocated 80% of budget towards high-intent PPC (SP, SB, SBV, SD) ensuring immediate sales return. Remaining 20% targeted DSP for awareness, brand recall, and retargeting. Front-loaded spend in Qi, capitalizing on seasonal traffic and supporting subscription and new customer acquisition.

AMC-Powered Insights in Action

Using AMC, we identified high drop-off zones and boosted mid-funnel retargeting. Keyword and audience overlap showed branded search lifted with STV and DSP, justifying upper-funnel spend. S&S coupon redemptions tied to growth, so we scaled offers. AMC also revealed Sponsored Products drove the best NTB lift, guiding keyword strategy.

STV-Driven Targeting:

We launched Streaming TV (STV), Online Video (OLV), and static display campaigns through Amazon DSP to rebuild awareness. Branded search gains of 3x tied to STV performance led us to maintain STV as an ongoing awareness driver, while also fine-tuning creatives to reinforce brand positioning

Creative and Content Optimization:

We refined keyword groupings to emphasize differentiation (like brain health vs. generic protein) and used branded messaging to defend share-of-search. Enhanced ad copy, hero images, and category-specific branding, significantly boosting CTR and clicks. Obtained Best Seller Badge (BSB) in "food bars" category, further driving visibility and credibility.

Scaling Subscription & NTB Growth:

Focused on driving Subscribe & Save (S&S) subscriptions through strategic couponing and targeted DSP lookalike audiences. Significantly scaled New-to-brand (NTB) customer acquisition through focused competitor and category targeting in Sponsored Products campaigns.

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