Challenge
Maximizing reach and conversion for a new product launch
Isopure is a premium nutrition brand known for high-quality, protein-forward products designed to support active lifestyles. Best known for its zero- or low-carb protein powders and ready-to-drink beverages, the brand focuses on clean formulations that help consumers meet their protein goals while fitting seamlessly into everyday routines.
The brand launched a new protein water at Costco and wanted to ensure it could reach new shoppers at the top of the funnel while maximizing efficiency and performance at the bottom of the funnel. The brand faced the dual challenge of building awareness for an entirely new product category while driving immediate conversion among in-market shoppers.
Isopure was interested in testing new ad formats to amplify its product launch but wanted to ensure the impact was fully measurable across the entire purchase journey, from initial discovery through final conversion.
Solution
Testing new formats with clear measurement
In partnership with Criteo and Flywheel, Isopure became first-to-market in testing onsite video on Costco in a self-service capacity, alongside its current allocation of sponsored products. This innovative approach allowed Isopure to simultaneously reach shoppers at different stages of the purchase journey.
Running both formats together delivered a stronger, more complete strategy than either tactic alone. Onsite video extended audience reach and maximized site visibility at the top of the funnel, capturing attention and building awareness for the new protein water launch. Meanwhile, sponsored products effectively converted shoppers who were actively searching and ready to purchase.
Through Flywheel’s early access to Criteo’s comprehensive measurement solutions, Isopure was able to track impact across ad efficiency, customer acquisition, organic visibility, and total sales—ensuring full transparency into how each format contributed to overall business outcomes.
Results
Driving performance across the purchase journey with a balanced ad mix
The display and sponsored products mix created an efficient, acquisition-heavy, and conversion-optimized strategy—ensuring Isopure captured both new audiences and in-market shoppers while maximizing return on spend.
Awareness & Engagement
- 19× increase in total Product Detail Page (PDP) views, demonstrating that onsite video dramatically expanded product visibility and drove shoppers deeper into the purchase journey.
- 70% increase in PDP view rank, showing that the combined ad strategy improved organic discoverability and site prominence for the new product launch.
Customer Acquisition
- 84% of total new-to-brand (NTB) customers were driven by video, proving that onsite video was the primary driver of new customer acquisition and successfully reached shoppers unfamiliar with the brand.
- 400% lower cost per NTB customer versus sponsored products, demonstrating that video delivered exceptional efficiency in acquiring high-value new customers at scale.
Sales Performance
- 80% total sales increase, showing that the combined strategy of video for awareness and sponsored products for conversion delivered meaningful revenue growth.
- 7% sales rank increase, reinforcing that paid media directly improved the product’s competitive positioning within Costco’s marketplace.
Ultimately, Isopure’s first-to-market test of self-service onsite video at Costco proved that innovative ad formats, when combined with core search tactics, can create a more robust and measurable path to new product launch success.
The results demonstrate that video can drive efficient new customer acquisition, full-funnel strategies can increase both awareness and sales, and early adoption of emerging retail media formats can unlock meaningful competitive advantages in an increasingly crowded marketplace.
