The problem:
When Wind River launched DSP ads in April 2025, the chimes maker knew it needed greater visibility into the customer journey.
Until that point, the company had never invested very heavily in upper-funnel or mid-funnel ads. But it knew that there was a lot of overlap across its funnel. A simple query in Amazon Marketing Cloud revealed that over 60% of the shoppers who saw a DSP ad in their purchase journey also saw a Sponsored Ad.
The solution:
Wind River wanted to run its Sponsored Ads more strategically—to target high-intent segments, as well as re-target people who had been previously exposed to a DSP ad.
In Intentwise Explore, Wind River was able to select pre-written, fully customizable audiences, and then push them to its Sponsored Ads account.
Wind River created audiences of key groups like product page viewers, DSP-exposed shoppers, and cart abandoners, and then bid up whenever someone from that cohort searched a relevant keyword on Amazon.
These shoppers were so close to a conversion that the extra bidding seemed more than justified. The strategy proved itself out: within months, Wind River saw its New-To-Brand revenue contribution increase by 80.2% and its Sponsored Ads revenue grow by 30.6% YoY.
Overall, total brand sales rose 8.95% YoY—all while ACOS slightly improved.
“Working with Intentwise Explore, AMC became just another layer of our advertising strategy,” said Luke Croushorn, vp of sales at Wind River. “We could get the benefits without needing to think about it.”
