Categories Name : Retail Media
Sub-Category : Best Retail Media Strategy (Always-On / Full Funnel)
Campaign Name : Cooking Up the Tri-Ply Shift: Bergner's Education-First Full-Funnel Strategy for 105% Growth on Amazon
Results: Measurable Impact Across the Funnel
Bergner's education-first, full-funnel strategy on Amazon delivered transformative results — proving that material education, when paired with precision media execution, can permanently shift consumer behaviour in a commoditised category.
Sales & Market Share
The campaign drove 105% sales growth, establishing Bergner as the fastest-growing cookware brand on Amazon India. Market share expanded by +374 basis points, representing a permanent competitive repositioning rather than a temporary promotional spike. The brand successfully transitioned from a challenger to a category disruptor within a single campaign cycle.
Consumer Acquisition & Behaviour Shift
A remarkable 61.4% of all purchases came from new-to-brand customers — demonstrating that the education strategy successfully pulled consumers away from legacy incumbents. Branded search grew by +84%, confirming that Bergner embedded itself into active consumer consideration sets. Most significantly, Tri-Ply category search volume increased by +61%, proving that the campaign didn't just grow the brand — it shifted the vocabulary Indian consumers use when shopping for cookware.
Reach & Awareness
The campaign generated 29.36 million impressions and reached 8.63 million unique shoppers — 23% higher than planned targets. Overall brand visibility increased by +17.6%. The Amazon Live livestream featuring MasterChef Gurkirat Singh attracted 2 million+ views with 217,862 recognised viewers, making it a category-first execution for cookware on the platform.
Efficiency & Engagement
Glance views grew by +155%, while glance view share expanded by +375 basis points — indicating stronger product page engagement relative to competitors. Customer acquisition efficiency improved by +19%, demonstrating that the full-funnel approach reduced cost-per-acquisition even while scaling reach.
The Lasting Impact
Beyond campaign metrics, Bergner achieved what few challenger brands accomplish: a permanent shift in how consumers evaluate cookware. The transition from price-driven to health-conscious purchasing behaviour — validated by the Tri-Ply search uplift — represents a durable competitive moat that continues to compound post-campaign.