Consumer Packaged Goods
United Kingdom
How Toucan & Adbrew Helped Nutrigums Grow on Amazon with a Full Funnel Strategy
84%
New-to-Brand Order Growth YOY
+16%
Detail Page Viewer Growth YOY
12%-> 16%
Increase in Subscribe and Save Revenue
The Brand
Nutrigums is a UK-based health and wellness brand specialising in gummy-format dietary supplements. Its sugar-free, vegan-friendly formulations deliver essential vitamins and functional benefits in a more enjoyable, chewable format, covering use cases such as immunity, digestion, beauty, and daily wellness.
As the gummy supplements category expanded rapidly, Nutrigums operated in a market dominated by established global brands and aggressive private-label players. Toucan partnered with Nutigum to bring structure, clarity, and scalable performance to their Amazon Ads campaigns using Adbrew.
Objectives and Challenges
Nutigum’s primary goal was to scale Amazon Ads profitably while improving efficiency across campaigns.
The challenges were familiar but complex:
Performance volatility across campaigns
Limited visibility into what was actually driving results
Manual optimizations that could not keep up with scale
Difficulty balancing growth with efficiency
Toucan needed a system that allowed deep analysis, faster decision-making, and controlled automation without losing transparency.
James Northcott
CEO & Founder at Toucan
The Solution
Toucan approached Nutigum’s Amazon growth with a full-funnel strategy designed to balance demand generation with performance efficiency. Rather than focusing only on short-term conversions, the team worked to strengthen each stage of the customer journey and ensure that upper-funnel activity translated into sustainable lower-funnel results.
Expanding Discovery at the Top of the Funnel
Toucan first focused on increasing Nutigum’s visibility among relevant audiences who were not yet actively searching for the brand. Awareness and consideration-focused campaigns were used to introduce the brand to new shoppers and build early familiarity within the category.
Performance was closely monitored to ensure reach was meaningful and contributed to downstream engagement, rather than simply increasing impressions.
Supporting Consideration Through Consistent Presence
As discovery improved, Toucan ensured Nutigum stayed visible throughout the consideration phase. Campaigns were structured to reinforce product relevance and brand recall as shoppers compared options and evaluated alternatives.
Insights from performance data helped the team understand which touchpoints were influencing shopper intent, allowing them to refine targeting and investment toward the most effective mid-funnel activity.
Converting Demand Efficiently at the Bottom of the Funnel
At the conversion stage, Toucan concentrated spend on the keywords, ASINs, and placements that consistently drove strong outcomes. Lower-funnel campaigns were optimized to capture demand generated earlier in the funnel while maintaining efficiency as scale increased.
Automation and performance monitoring tools were used selectively to help manage bids and budgets at scale, ensuring responsiveness without sacrificing control.
Managing the Funnel as One System
A key part of Toucan’s approach was treating the funnel as a connected system rather than isolated campaigns. By reviewing performance holistically, the team could understand how upper and mid-funnel activity influenced conversion outcomes and adjust strategy accordingly.
This allowed Toucan to scale Nutigum’s Amazon Ads program with greater confidence, knowing that growth was supported by a strong foundation across the entire funnel.
Results
Toucan’s full-funnel Amazon Ads strategy delivered strong, measurable improvements across growth, efficiency, and customer quality:
New-to-brand orders increased by 84% year over year, highlighting stronger customer acquisition
Product detail page views grew by 160%, reflecting improved visibility and discovery
Sponsored Brands click-through rates improved by 30% year over year, indicating stronger mid-funnel engagement
Quarter-over-quarter revenue grew by 17%, even with a 47% reduction in December advertising budgets
Subscribe & Save contribution increased by 4 percentage points, signaling improved customer retention and repeat purchase behavior
