Introduction
Dermafresh, part of the Cooper Consumer Health group, is a leading brand specializing in personal care and dermatology, widely recognized for highly effective products and deodorants designed for sensitive skin. On Amazon, Dermafresh speaks to a modern, informed and health-conscious consumer looking for clinical safety and everyday freshness.
The brand's goal was to translate its strong pharmacy-rooted offline trust into consolidated digital market leadership.
The Challenge
In a personal care landscape dominated by brands with decades of established presence, relying exclusively on lower-funnel tactics, such as direct conversion campaigns and Sponsored Ads, risked creating an artificial ceiling for growth.
Dermafresh needed to significantly scale its absolute sales volumes without losing conversion efficiency. The real challenge was to debunk the common belief that mid-funnel activity wastes budget, scientifically proving that Consideration can work as the main engine for acquiring incremental high-intent volume.
Kiliagon's Strategy: Touchpoint Integration and Mapping
Kiliagon designed an advanced strategic approach to empirically show how exposure to multiple touchpoints increases conversion probability and funnel scale. The strategy was built on three core pillars:
- Advanced AMC Analytics & Mapping. Using Amazon Marketing Cloud to analyze cumulative Q2 2026 data, Kiliagon mapped users' complete exposure journeys with high precision and evaluated cross-funnel synergies.
- Full-Funnel Integration. The team simultaneously activated DSP Consideration, DSP Conversion and Sponsored Ads campaigns, ensuring that users engaged during discovery were guided smoothly through to purchase.
- Path Efficiency Analysis. Kiliagon analyzed the efficiency of different multi-touchpoint paths to verify the strength of conversion signals, validating the strategic budget reallocation to the full journey once volume growth had been proven.
Results
The advanced analysis through Amazon Marketing Cloud provided a clearer, more holistic view of the customer journey, revealing the real value of touchpoints that would otherwise have been attributed only to Sponsored Ads. The data verdict is clear: the integrated full-funnel strategy strongly outperforms isolated lower-funnel tactics.
| Path 1 | Sponsored Ads only | 0.30% Purchase Rate and 2.9K orders, showing a clear limit on both conversion rate and growth. |
|---|---|---|
| Path 2 | DSP Conversion + Sponsored Ads | 8% Purchase Rate and 3K orders, useful for capturing existing demand but limited in scalability beyond a certain budget threshold. |
| Path 3 | DSP Consideration + Conversion + Sponsored Ads | 14% Purchase Rate and a peak of 5K total orders, driven by adding Consideration at the start of the journey. |
Key Success Factors: Why the Campaign Worked
- Consideration is the real volume engine. The data shows that engaging people from the discovery phase not only improves Purchase Rate compared with a conversion-heavy strategy, but also unlocks a significantly higher total order volume. To achieve meaningful scale, the funnel must be fed consistently from the beginning.
- Real scalability requires a full-funnel approach. Focusing only on the final steps of the purchase journey works up to a point. Beyond a certain budget threshold, relying only on the lower funnel leads to natural saturation. The concrete path to continued growth is an integrated strategy that reaches users from their earliest steps.
- AMC-driven attribution reveals real value. Without the right tools, it is easy to assign all sales credit to the last click. With Amazon Marketing Cloud, Kiliagon read the full customer journey with a clear and holistic view, giving the right weight to every touchpoint along the path.
Conclusion
The analysis conducted with Amazon Marketing Cloud clearly showed that growth on Amazon requires moving beyond fragmented single-channel tactics: the combination of DSP Consideration, DSP Conversion and Sponsored Ads proved to be the most effective and high-performing strategy.
Combining early Consideration engagement with the push of DSP Conversion and Sponsored Ads guides users across the entire customer journey, unlocking record sales volumes. The integrated full-funnel approach is no longer optional: it is the essential key to scaling the business and winning market leadership.