How Grain Group grew Cambio Roasters’ Amazon Revenue 85% with CTV-to-Conversion Retargeting
Challenge
Cambio Roasters—a family-owned coffee company known for the world’s first infinitely recyclable aluminum Keurig pod—needed to prove that upper-funnel Connected TV (CTV) could drive incremental, measurable conversions on Amazon, not just reach.
The challenge was building an effective CTV approach that connected exposure to purchase—and actually making it executable. How do you build a relevant audience based on CTV exposure, not generic site visits? How do you activate that audience through retargeting in a way that drives conversion? And how do you manage this layered and sequential campaign in one place?
Without a way to manage audiences, activation, and measurement together, that connection breaks—making the incremental value of CTV unclear and impossible to scale into a repeatable full-funnel strategy.
Solution
Grain Group used Skai to design and execute a two-stage campaign that turned CTV exposure into a direct path to conversion—creating a seamless audience bridge from streaming TV to display.
Stage 1 focused on building awareness and audience. CTV campaigns reached high-intent, in-market coffee pod consumers across Prime Video and other streaming platforms, targeting segments like ‘Keurig Purchasers’ and ‘Socially Conscious Companies.’ A ‘Spend in Full’ approach ensured no budget was left unused, maximizing reach across streaming. This stage wasn’t just about reach—it built the exact audience that would be carried into retargeting.
Stage 2 shifted from awareness to conversion optimization. That same audience was retargeted with display ads, built exclusively from users who had seen the CTV ad. Campaigns used a TROAS bid approach, optimizing toward revenue while maintaining efficiency—turning prior exposure into measurable purchases.
All of this was managed within Skai. CTV Center provided a unified view of performance across streaming and retail, eliminating the need to stitch together reports. Automated Actions kept spend aligned to plan without constant manual checks, preventing overspend and missed opportunities. Pacing Monitor flagged delivery issues early, helping maintain consistent spend and performance throughout the campaign. Together, this made it possible to execute, measure, and scale a true CTV-to-conversion strategy.
Results
The campaign delivered nearly 53 million combined impressions, including 15 million from CTV alone, and demonstrated a powerful halo effect across Cambio Roasters’ entire Amazon portfolio. The CTV-seeded strategy didn’t just drive awareness, it drove measurable Amazon revenue, showing CTV exposure makes lower-funnel ads more effective.
Across all ASIN retargeting campaigns
- +14% ROAS lift during CTV live period
- +85% revenue growth period-over-period
- -13% improvement in cost-per-conversion
Across all ASIN conquesting campaigns
- +64% revenue lift
- +74% conversion increase
- -20% cost/conv decrease
Performance gains extended beyond the retargeting display campaigns, with five of eleven non-CTV campaigns also seeing revenue growth, showing broader impact from CTV exposure.
The methodology, seeded in CTV signals, is now being scaled into the next iteration with sequential creative, where display ads vary based on the CTV segment a user originally saw.
Using Skai to bridge the gap between our streaming TV awareness and our display retargeting allowed us to treat the Amazon ecosystem as a single, connected funnel.
Robert Pimpsner
Sr Programmatic Media Buyer, Grain Group
About Grain Group
Grain Group is a growth marketing agency that builds scalable, omnichannel media plans for ambitious brands. We specialize in unifying media investments across all retail and e-commerce partners, including Amazon, Retail Media, and DTC, to create a single, cohesive strategy. By leveraging advanced automation and data-driven insights, we deliver full-funnel customer acquisition and proven long-term growth for our clients.
About Cambio Roasters
Cambio Roasters is a family-owned coffee company that specializes in producing the world’s first aluminum, infinitely recyclable pods designed for Keurig brewers. Cambio prioritizes sustainability and social impact by using 100% organic beans and sharing 20% of their profits with sustainable coffee farmers. Their innovative approach has earned them recognition as one of Fast Company’s Most Innovative Companies in Consumer Goods for 2026.
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