How We Redefined Bialetti’s Customer Base with an AI-Driven Amazon DSP Strategy

Bialetti’s traditional marketing focused on a 40–45-year-old woman passionate about home and cooking, a persona that risked becoming outdated as consumer behaviors evolved. For the 2025 product launch, the brand sought to boost awareness via Amazon DSP, targeting genuinely engaged audiences rather than relying on an old demographic model. The challenge was to achieve greater efficiency and adopt a data-driven targeting approach.

We crafted a strategy blending AI precision with human insight to redefine Bialetti’s audience connection:

• Discovery: Launched a Performance+ conversion campaign, leveraging Amazon’s machine learning to identify audiences based on purchase signals, revealing new high-affinity, high-intent clusters beyond traditional demographics.

• Analysis: Utilized Amazon Marketing Cloud (AMC) to track behavior across the funnel, impressions, clicks, product views, add-to-carts, and purchases; uncovering that younger, wellness-oriented audiences outperformed the old persona. AMC optimized frequency caps and conversion paths to avoid wasted impressions.

• Activation: Re-engaged high-performing segments with an awareness campaign on Twitch and off-Amazon video placements, ensuring consistent messaging. This adaptive, full-funnel strategy turned performance measurement into a continuous improvement loop.

The campaign transformed Bialetti’s marketing approach, replacing outdated assumptions with a scalable, data-driven system. Partnering with us, the brand enhanced efficiency and acquisition while shaping future launches and audience planning, positioning Bialetti to connect with a new generation of coffee enthusiasts.