In Germany’s sports apparel category, winning is not just about showing up during Black Friday and Cyber Monday (BF/CM). It’s about being top of mind before shoppers ever start comparing prices.
Danish Endurance, a performance-driven sports and outdoor brand designed in Denmark, set out to do exactly that on Amazon.de. Their goal was to turn one of Germany’s biggest retail moments into measurable growth, not just a short-term spike.
To get there, they needed more than a last-minute burst of ads. They needed a full-funnel plan that could build demand early, then convert it efficiently when purchase intent peaked.
7.7%
Increase in New-to-Brand Sales*
740%
Increase in CTR*
20%
Increase in Incremental Reach*
The Challenge
As BF/CM approached, Danish Endurance faced a familiar problem in Germany: the closer you get to the event, the noisier the market gets.
- The sports apparel category on Amazon.de becomes crowded and expensive during peak periods
- Late-stage conversion tactics alone risk competing only on price and promotions
- Scaling Amazon DSP and Prime Video Ads can become operationally heavy when time is limited
- The team needed to prove impact with incremental reach and New-to-Brand (NTB) growth, not just clicks
They had a clear ambition: build awareness and consideration ahead of BF/CM, then retarget decisively during the event. The question was how to execute fast, at scale, and with control.
Prime Video Ads helped us build momentum in Germany before Black Friday and Cyber Monday, then retarget those audiences when intent peaked. Pacvue made it simple to execute at scale, and the AI-driven workflows helped us move faster on audiences, budgets, and optimization without adding operational overhead.
The Solution
Danish Endurance partnered with Pacvue and Amazon Ads to run a Germany-focused, full-funnel strategy built around Prime Video Ads (PVA) and activated through Pacvue for Amazon DSP.
Instead of waiting for BF/CM to begin, Danish Endurance used Prime Video Ads as the lead-in that could create demand before the rush. Prime Video Ads gave them a way to show up in premium streaming environments and reach audiences at scale in Germany. That mattered because the objective was not just exposure. It was to earn familiarity and intent before shoppers hit Amazon.de. Prime Video Ads also offered interactive formats that can help move viewers from watching to exploring and shopping.
The Full-Funnel Blueprint:
- Phase 1: Pre–BF/CM: Build awareness and consideration by reaching relevant audiences with Prime Video Ads before competition and costs surged.
- Phase 2: BF/CM event window: Shift from building demand to capturing it, using DSP retargeting to re-engage audiences influenced earlier and convert them when intent peaked.
- This is where execution quality mattered. Speed, audience control, and budget governance were the difference between a strategy on paper and a strategy that performs in market.
Pacvue Advertising became the control center for activating Prime Video Ads through Amazon DSP, with AI-powered workflows that reduced friction and increased speed. Using Pacvue, Danish Endurance was able to:
- Create Prime Video Ads orders with a more efficient workflow
- Build audiences faster than in the native console, making iteration easier as learnings emerged
- Control budgeting and flighting inside Pacvue, using Pacvue Budget Manager to manage budget pacing from the lead-in period through the BF/CM conversion window
- Apply audience bid multipliers in bulk (1,000+), so optimization could scale across segments quickly instead of getting stuck in manual updates
Pacvue’s AI-driven approach helped the team translate performance signals into action faster, which is critical in Germany during BF/CM when every day and every adjustment matters.
Results
When Danish Endurance combined Prime Video Ads for upper funnel demand with DSP retargeting during BF/CM, performance followed.
Prime Video Ads helped Danish Endurance expand reach and build momentum in Germany before BF/CM. Then, when shoppers were ready to buy, DSP retargeting helped turn that earlier interest into measurable, new customer growth.
*Results vs. baseline for DSP campaigns
Awards & Recognitions
