Luzern eCommerce and TripleLift Drive Purchaser Growth for Optibac Probiotics with Full-Funnel Demand Strategy

TripleLift's open internet activation, powered by TL Spark, contributed to a 17% increase in purchasers and helped lift brand searches 119%

LONDON, Nov. 4, 2026 /PRNewswire/ -- TripleLift, the Creative SSP powered by TL Spark, and Luzern eCommerce today announced the results of a full-funnel campaign for UK probiotics brand Optibac. Running from Q4 2025 through to the end of Q1 2026, TripleLift's open internet activation reached shoppers beyond Amazon's owned channels, contributing to a 17% increase in purchasers.

The problem was not conversion. It was that 6.6 million shoppers had never heard the pitch.

Optibac faced a saturated supplements market with falling prices and loud competitors. Relying on inconsistent lower-funnel tactics was failing - Amazon Marketing Cloud (AMC) analysis revealed a critical gap of 6.6 million unreached category users and a 31.3% YoY drop in awareness. Bidding harder at the bottom of the funnel was not the solution.

Retail media built as part of the funnel - not a different line item

Luzern eCommerce rebuilt the strategy around creating demand ahead of the January to March category peak, using AMC as the orchestration layer to connect insight, audiences and measurement across every stage. Prime Video and Fire TV delivered premium reach at scale on Amazon properties, and Luzern used TripleLift to reach the shoppers Amazon inventory alone could not.

Using TripleLift, Luzern activated online video across premium open internet supply using TL Spark, its agentic intelligence layer, to dynamically optimize formats, audiences, and supply paths in real time. The strategy targeted two key streams: extending the reach of Optibac's Amazon Prime Video exposed audiences into high-attention environments to drive users down the funnel, and engaging new-to-brand shoppers outside Amazon's native inventory. Both tactics were seamlessly integrated into a unified shopper journey to drive effective ad sequencing.

"Full-funnel is easy to say and harder to implement," said Jen Hodgkinson, VP Advertising and Client Strategy at Luzern eCommerce. "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."

A 119% lift in brand searches is not a vanity metric. It is demand.

The campaign exceeded every target across all funnel stages. Brand searches rose 119% against a +30% target, and TripleLift's activation contributed to a 17% increase in purchasers, proof of what reaching new audiences in premium environments is worth.

"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," said Frazer Locke, SVP International Sales at TripleLift. "Shoppers do not always start their research on a retail site, so demand has to be built where they actually spend their attention. TL Spark handled the thousands of small decisions about format, audience and supply path so the team could stay on the strategy. A 119% lift in brand searches is not a vanity metric. It is people going looking for Optibac by name."

The effect outlasted the flight

Market share climbed 1.66 percentage points to peak at 20.7% in December 2025, the highest Optibac has ever achieved. Campaign spend also showed a statistically significant positive correlation with first-time purchasers on Optibac's own webstore, evidence that the demand created did not stay inside Amazon. The work went on to win the 2026 Amazon Ads Partner Award for Full-Funnel Advertising (EMEA).

For more information about TripleLift's offsite retail media capabilities, visit triplelift.com.

About Luzern eCommerce
Luzern eCommerce is an AI-powered eCommerce growth partner helping global brands scale through technology and services across marketplaces, social commerce, retail media and D2C channels in 40+ countries. Its unified platform combines strategy, marketplace management, advertising, content and fulfillment on a shared-success model. Luzern eCommerce is an Amazon Ads Advanced Partner and won the 2026 Amazon Ads Partner Award for Full-Funnel Advertising (EMEA) in partnership with client Optibac Probiotics.

About TripleLift
TripleLift is the Creative SSP powered by TL Spark, our agentic intelligence layer. We orchestrate creative, supply, audience, and measurement into a single outcome-driven system across the open internet, retail media, and CTV. Our platform enables brands to drive measurable performance while helping publishers maximize yield and preserve high-quality user experiences. Learn more at www.triplelift.com.

SOURCE TRIPLELIFT