CAP Barbell wins Prime Big Deal Days with a full-funnel strategy

The goal: maximize new-to-brand growth for Prime Big Deal Days 

Heading into Prime Big Deal Days, CAP Barbell was looking to drive more than just sales. The mission was to capture new-to-brand customers, boost brand awareness ahead of the event, and set the stage for loyalty long after the deals ended. And with Perpetua’s full-funnel tech stack, the planning, execution, and measurement of the event was a seamless process. 

"Coming off of a strong 2024 event, we needed to figure out how to comp over that success. This Prime Big Deals Days being our first using Perpetua, we knew we needed to grow our market share on Amazon with a full funnel ads strategy.” - Alex Amborn, eCommerce Director, CAP Barbell

“We partnered closely with our Perpetua partners to evaluate what tools we have available in Perpetua to manage our bid schedules, increase multipliers and get strategic on a product and campaign level, what audiences best support us in every phase, and how we leverage those audiences moving forward.” - Caitlin Brown, Marketing Manager & Analyst, CAP Barbell 

The strategy: full funnel, data-driven campaigns powered by Perpetua

“Based on CAP Barbell's sophisticated strategy for tentpole execution, we knew that we had to enable their team with a mix of software tools and services that integrated AMC data and activation each step of the way.” - Joseph La Selva, GM Perpetua 

Upper funnel: Prime Video Ads with add-to-cart interactivity

To boost incremental reach ahead of the event, CAP Barbell activated Prime Video Ads with direct add-to-cart functionality, making it seamless for shoppers to discover and act. Through Perpetua’s audience tools, exclusions were set for shoppers who viewed CAP Barbell products in the last 30 days or purchased in the last year, keeping the spotlight on fresh, high-potential shoppers. 

Full-funnel flighting: lead in, during, and lead out Using Perpetua, campaigns were staggered to ramp up awareness and consideration spend prior to the event, then dynamically shifted to lower-funnel retargeting during Prime Big Deal Days to capture conversions from the most engaged audiences. Post-event, automation powered cross-selling and upselling, nurturing new-to-brand purchasers into loyal repeat customers. 

Sponsored Ads supercharged by AMC Audiences For the first time during a tentpole event, CAP Barbell leveraged AMC Audiences for Sponsored Ads to power more precise Sponsored Ads targeting.  

By building audiences based on recent purchasers from the last 101 days and layering in campaign multipliers, Perpetua enabled hyper-specific targeting for top products - unlocking greater efficiency, relevance, and the capture of those first clicks.  

With Perpetua’s AMC Audiences for Sponsored Ads, brands are no longer limited to targeting where their ads appear, they can home in on who and customize their audiences based on true behavioral insights.  

The results: record-breaking new-to-brand growth and efficiency 

“We continued to stand out from our competitors and hit our targets, thanks to the strategy laid out going into the event. the advertising did its job well.”  - Alex Amborn, eCommerce Director, CAP Barbell

• Prime Big Deal Days drove nearly 46% of total sales from September 18th to October 8th. 

• NTB (new-to-brand) customers and sales spiked, confirming tentpole events as powerful acquisition moments.  

• Sponsored Ads with AMC Audiences delivered a 4.8% increase in attributed sales (vs. the previous July 4-day Prime Day window)  

• Prime Video Ads surged total add-to-cart rate in the lead-in, supercharging retargeting and conversions during the event: 

• CTR and NTB rates improved on Day 2, driving higher ROAS and showcasing the value of dynamic, automated campaign management. 

With Perpetua’s unified dashboard, the CAP Barbell team tracked every metric in real time and launched new tactics with a click - staying agile and ahead of the competition. 

A full funnel approach with an eye on the future 

With Perpetua, CAP Barbell turned Prime Big Deal Days into a new-to-brand acquisition engine, proving that when you connect strategy, automation, and measurement, you win throughout the funnel and the tentpole event. The CAP Barbell team tracked every metric in real time and launched new tactics with a click - staying agile and ahead of the competition. 

“We can’t forget that our biggest win with Perpetua throughout this event was the support from our partners, Sameer & Divya. Last year, so much of our strategy was developed as the event went on and the execution was manual. Sameer & Divya’s guidance and tactical execution completely changed this event for us.” - Caitlin Brown, Marketing Manager & Analyst, CAP Barbell 

The strategy doesn’t end after the event, though. With Prime Big Deal Days in the past, it’s time to re-engage with these NTB purchasers and guide them on the journey to becoming brand loyalists who buy more, more often, and drive real long-term value and CAP Barbell’s return on consumer – all while using the insights gained from this event to inform the approach for future tentpole events (BFCM, anyone?). 

"We’re excited for Perpetua’s evolving long-term reporting – this will help us truly understand what our customer lifecycle looks like. Product-wise, loyalty looks like expanding your home gym with CAP Barbell products based on built trust from the product quality, and we’re looking forward to digging deeper into the behavioral data behind what’s working and what’s not to drive that loyalty.” - Caitlin Brown, Marketing Manager & Analyst, CAP Barbell 

Innovation ahead 

Ready to see what Perpetua can do for your next big event? Let’s talk.