BioSteel Sports
BIOSTEEL: CLEAN. HEALTHY. HYDRATION.™ BioSteel’s mission is to create the healthiest and most trusted sports hydration products on the planet. Whether you’re a pro-athlete, the next generation of athletes, a weekend warrior, or just living your everyday life, BioSteel is the better for you hydration option. The best kept secret in sports is no longer a secret. With 5 essential electrolytes, BioSteel’s Hydration Mix is designed to keep you hydrated throughout the day with great-tasting, instant hydration.
THE DETAILS
INDUSTRY
Health & Wellness
TIMELINE
November 2022 – January 2023
HINGE SERVICES
AMS/PPC Management
DSP Management
LOCATION
United States and Canada
The Challenge

“Hinge Commerce has been a critical eCommerce partner for BioSteel. Hinge’s deep expertise in eCommerce, and their outstanding day-to-day management of our Amazon business, have helped us win in the marketplace across the US and Canada. The sports nutrition category is highly competitive, with many entrenched players with deep pockets. Selecting the right partner can be challenging, be sure to ask the right questions and be informed of your agency’s strategy for your business. Find the right balance with managing Amazon to work with them to achieve the desired results.
The Solutions
Amazon DSP
Using Amazon DSP, we targeted in-aisle shoppers who had never purchased from BioSteel. These DSP ads focused on introducing BioSteel’s hero hydration product to show the product as a solution. DSP campaigns also utilized remarketing with different creatives to focus on getting customers back to the product page.
Having DSP with Amazon Marketing Cloud assisted us in learning which campaigns in AMS overlapped to identify which efforts could improve NTB further. As in AMS, we focused on increasing our ad budgets away from Sponsored Products and into Sponsored Brands and Display to focus on more upper-funnel activities. Sponsored Display campaigns used a combination of remarketing and contextual targeting to push customers closer to purchase intent. Sponsored Brands utilized video creatives to educate the customers using growth targets on BioSteel’s products.
AMS/Sponsored Ads
Sponsored Display
The Results
The synergy between the various elements of our funnel strategy, including Sponsored Display campaigns, audience lookback windows, mid-funnel retargeting, and Sponsored Brand video ads, DSP, all resulted in a highly effective and cohesive approach. By employing these tactics, we could generate new-to-brand orders, driving growth and revenue for BioSteel’s business.
BioSteel saw an increase in NTB Orders, Sales YoY, and MoM. While doing so, we improved ROAS and managed a higher overall budget increase.
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