Collective Measures Drives 120% Revenue Growth with Skai’s Full-Funnel Retail Media Solution
Facing consistent year-over-year revenue declines in a highly competitive category, a toy client turned to Collective Measures for help. Dominated by big-budget competitors, the brand struggled to maintain market share and drive revenue growth while serving an audience of parents, particularly tech-savvy moms who are highly receptive to online advertising.
Challenge
The toy brand needed to break through the noise and connect meaningfully with its target audience across Amazon, Walmart, and Target. Success meant increasing brand awareness, engagement metrics like clicks and add-to-cart actions, and ultimately growing sales within these competitive retail environments.
Collective Measures developed a strategy to help the brand meet moms at pivotal moments in the buying journey with impactful messaging and strategic media placements across every stage of the buying funnel.
Solution
Collective Measures used Skai to create a streamlined, full-funnel strategy designed to engage moms, optimize placements, and maximize ROI. Leveraging extensive audience research, the agency focused on key insights about the brand’s target audience who bought for their families, and also made gift purchases for others. By narrowing the focus to moms with brand-applicable attributes, the campaign aimed to reduce wasted spend on general category shoppers and maximize impact with moms. Pairing this approach with Skai tools helped the agency create a seamless customer experience from awareness to purchase across ad types.
Mastering the Full-Funnel Approach
Deep audience insights led to activating Amazon’s full-funnel ecosystem. Upper-funnel execution focused on Streaming TV with Prime Video to reach new audiences with persona-driven, demographic, and lifestyle-targeted campaigns. Loyalty and consideration with frequency-forward display and native guided mid-funnel tactics for more precise brand and product targeting.
Sponsored Product and Sponsored Brand campaigns targeted high-intent users at the bottom-of-the-funnel, such as those who had added brand products to their wish lists or carts, ensuring conversions at critical decision-making moments. Skai’s Portfolio bidding, AI-powered placement bid modifiers, and dayparting bid adjustments allowed the agency to scale Sponsored Ads effectively without sacrificing ROAS efficiency.
To maximize the full-funnel, data-driven approach, Skai’s Amazon Marketing Cloud tools made it easy to track customer journeys across Amazon DSP and Sponsored Ads, enabling Collective Measures to identify and retarget high-value segments like cart abandoners and awareness-exposed users. Crucially, this shopper journey data was paired with real-time Amazon Vendor Central insights on product stock levels and eligibility metrics.
This integration allowed the agency to dynamically adjust campaigns based on both user behavior and inventory signals. When AMC revealed strong engagement with specific products, the team could immediately verify stock availability in Vendor Central before scaling spend. Custom AMC audiences were retargeted only when products were discoverable, and lower-funnel campaigns with optimized bids drove traffic to available inventory during key events like Prime Day and Cyber Week. Connecting user journey insights with inventory intelligence, Collective Measures ensured marketing investment aligned with actual product availability to maximize both campaign performance and sales potential.
Results
With a strong full-funnel strategy on Amazon and strategic use of Skai features, Collective Measures delivered impressive results that exceeded client expectations and reversed troubling trends:
- Revenue Growth: Ad-attributed revenue increased by 120% and 186% for the brand’s primary product lines. Year-over-year point-of-sale revenue grew by 6%, marking a reversal after four consecutive years of declines.
- Improved Conversion Rates: Sponsored Ads conversion rates increased by 28x when paired with DSP (awareness) campaigns. DSP conversion rates were 7x higher when banners and CTV ads worked in tandem compared to standalone formats.
- Extended Impact of Video Ads: The influence of Prime Video ads increased by over 80% when served as the customer’s first paid interaction with the brand.
Through AMC insights, Collective Measures also uncovered new strategies for improving ROAS and refining its approach to retail media campaigns.
Conclusion
As winner of the 2025 ShopAble Media Awards for Retail Media Excellence, the agency’s success story showcases how a thoughtfully executed, data-driven retail media strategy can help brands thrive in the most competitive markets. With Skai’s advanced tools and full-funnel approach, Collective Measures not only achieved significant revenue growth for its client but also uncovered valuable insights to guide future campaigns.
Looking ahead, the brand and agency are poised for continued growth with Skai, leveraging new innovations and maintaining a competitive edge in the dynamic toy market.
Are you ready to elevate your retail media campaigns and achieve results like this? Book a demo with Skai today and see how our tools can drive measurable success for your business.
“Our partnership with Skai was essential in bringing these campaign results to life for our client. From planning, to execution, and reporting, Skai suite of tools and outstanding support teams played a pivotal role at each phase of the campaign which allowed us to exceed our client’s goals and drive real business impact for the brand.”
Brett Fischer
Associate Director, Performance Media
About Collective Measures
Collective Measures is a performance marketing agency committed to driving business forward. The Minneapolis-based agency is completely employee-owned with a promise to ensure the success of its clients, employees, and community. The company is known for its full-funnel media capabilities and advanced analytics. Learn more at https://www.collectivemeasures.com/.
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