Luzern eCommerce and TripleLift Propel Optibac Probiotics Growth with Comprehensive Strategy

Driving Growth Through Innovative Strategies

In an impressive collaboration, Luzern eCommerce and TripleLift have pioneered a full-funnel campaign that significantly enhanced the growth of the probiotics brand Optibac. This venture, which took place from Q4 2025 to the end of Q1 2026, was designed to address a critical issue: despite the high demand for supplements, around 6.6 million potential customers were not aware of Optibac's offerings. The saturated market, combined with fierce competition and declining prices, necessitated a fresh approach.

Initially, Optibac faced a challenging landscape where conventional lower-funnel tactics proved inadequate. The root of the issue was not just about conversion; a comprehensive analysis utilizing Amazon Marketing Cloud (AMC) revealed a staggering 31.3% year-over-year drop in awareness. Rather than simply increasing bids at the bottom of the funnel, the partnership between Luzern and TripleLift aimed to create demand ahead of the peak season from January to March, thus devising a holistic strategy to target those elusive customers.

Utilizing AMC as the orchestration layer, Luzern focused on connecting insights, audience targeting, and measurement across all stages of the buyer's journey. The campaign capitalized on premium placement within Amazon's ecosystem, leveraging platforms such as Prime Video and Fire TV to reach a broader audience. Utilizing TripleLift, Luzern activated online video advertising, utilizing TL Spark to dynamically optimize various elements such as formats, audiences, and supply paths in real-time.

The campaign was multifaceted, targeting not only users already engaged with Amazon but also newer audiences outside its ecosystem. This approach ensured a seamless shopper journey that effectively sequenced ads for maximum impact. As Jen Hodgkinson, VP of Advertising and Client Strategy at Luzern eCommerce, stated, "Full-funnel is easy to say and harder to implement. The data told us the gap was in awareness, not in bidding harder at the bottom. TripleLift gave us premium reach outside Amazon that behaved like part of the same plan, and that is what moved share in a market where share rarely moves."

The results were remarkable. The campaign exceeded all expectations, boasting a staggering 119% increase in brand searches, significantly surpassing the initial target of 30%. Furthermore, the activation by TripleLift contributed to a 17% rise in purchasers, underscoring the value of reaching new customers in premium settings. Observations indicated that not only did brand searches explode, but market share also climbed to its highest point ever for Optibac, reaching a peak of 20.7% in December 2025.

The effects of this robust strategy extended beyond the campaign period. Analysis showed a strong correlation between the increased campaign spend and the surge in first-time purchasers on Optibac's own webstore, indicating that the organic demand created during the campaign translated into tangible growth. The success of this initiative did not go unnoticed, as it earned the prestigious 2026 Amazon Ads Partner Award for Full-Funnel Advertising in the EMEA region.

As Frazer Locke, SVP of International Sales at TripleLift, observed, "Retail media works better when it is not fenced in—you need to cast the net further in order to engage with audiences at scale. Shoppers do not always start their research on a retail site, so demand has to be built where they actually spend their attention." This approach not only drove excellent results but showcased the necessity of innovative strategies when navigating the complexities of the current market.

Conclusion

The collaboration between Luzern eCommerce and TripleLift serves as a compelling case study on the efficacy of full-funnel advertising strategies in today's fast-paced eCommerce landscape. The ability to combine precise audience insights, premium inventory, and intricate campaign management resulted in no less than transformative growth for the Optibac Probiotics brand, setting a gold standard for future endeavors in the space.