{"id":4310402,"date":"2025-07-23T20:06:37","date_gmt":"2025-07-23T18:06:37","guid":{"rendered":"https:\/\/www.deptagency.com\/?post_type=case&#038;p=4310402"},"modified":"2025-07-23T20:07:35","modified_gmt":"2025-07-23T18:07:35","slug":"finding-fresh-audiences-through-amazon-dsp","status":"publish","type":"case","link":"https:\/\/www.deptagency.com\/en-uki\/case\/finding-fresh-audiences-through-amazon-dsp\/","title":{"rendered":"Finding fresh audiences through Amazon DSP"},"content":{"rendered":"<div class=\"block-case-intro-title\">\n\t<h1\tclass=\"text text-sans-128 block-case-intro-title__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Blue Apron<\/h1><p\tclass=\"text text-sans-48 block-case-intro-title__text\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Finding fresh audiences through Amazon DSP<\/p><\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2025\/07\/BlueApronFeature.png\"\n\t\t\t\t\talt=\"woman wearing blue apron slices carrots and potatoes at kitchen island\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div class=\"block-case-intro js-block-case-intro\">\n\t\t\t<div class=\"block-case-intro__category-container\">\n\t\t\t<p\n\t\t\t\tclass=\"block-case-intro__category-header text-sans-16\"\n\t\t\t\tdata-animation=\"slide-fade\"\n\t\t\t\tdata-animation-delay=\"0.25\"\n\t\t\t>\n\t\t\t\t(&nbsp;&nbsp;Services&nbsp;&nbsp;)\n\t\t\t<\/p>\n\n\t\t\t<ul\n\t\t\t\tclass=\"block-case-intro__category-list text-sans-14 js-block-case-intro-category-list\"\n\t\t\t\tdata-animation=\"slide-fade\"\n\t\t\t\tdata-animation-target=\"inner-items\"\n\t\t\t\tdata-animation-delay=\"0.5\"\n\t\t\t\tdata-animation-stagger=\"0.1\"\n\t\t\t>\n\t\t\t\t\t\t\t\t\t<li class=\"block-case-intro__category-item\">\n\t\t\t\t\t\tBrand &amp; Media\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t<li class=\"block-case-intro__category-item\">\n\t\t\t\t\t\tBrand &amp; Media\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t<li class=\"block-case-intro__category-item\">\n\t\t\t\t\t\tCommerce\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t<\/ul>\n\t\t<\/div>\n\t\n\t<h2\tclass=\"text text-sans-48 block-case-intro__title js-block-case-intro-title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" data-animation-stagger=\"0.005\" >When it comes to meal kit delivery, Blue Apron has convenience and quality in the bag. For over a decade, the fresh ingredient and recipe delivery service has connected home cooks with chef-inspired meals, transforming how millions of households shop for and prepare food.\u00a0<\/h2><p\tclass=\"text text-sans-24 block-case-intro__text js-block-case-intro-text\"\n\tdata-animation=\"slideFade\" data-animation-target=\"paragraphs\" data-animation-delay=\"0.1\" >In addition to sourcing quality ingredients and cooking up innovative recipes to keep hungry customers satisfied, Blue Apron had something else on its plate: the need for a more efficient way to drive new sign-ups and scale performance.<br><br>With rising customer acquisition costs and a media mix that needed fresh thinking, Blue Apron turned to Amazon DSP to try something new. The promise? Smarter targeting, new inventory, and the kind of optimisation that turns interest into action. By partnering with DEPT\u00ae, the team leaned into what made Amazon different, solidifying the DSP as not just the <em>plat du jour<\/em>, but a fixture on the marketing menu.\u00a0<\/p><\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"center-aligned-asset\"\n\tdata-content-align=\"center\"\n>\n\t<h2\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Capturing more cooks for the kitchen<\/h2><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>Blue Apron needed to expand beyond its core media channels to grow efficiently. Rising costs and limited targeting options made it harder to find new customers at scale. The team wasn\u2019t just looking for more reach, but better reach. Plus, higher-intent audiences, stronger engagement, and overall smarter media spend.<br><br><a href=\"https:\/\/www.deptagency.com\/en-uki\/partner\/amazon-ads-advanced-partner\/\" target=\"_blank\" rel=\"noreferrer noopener\">Amazon DSP<\/a> offered an opportunity forward: access to exclusive first-party data (1PD), premium placements across Amazon-owned properties, and new tools like Performance+ designed to prioritise quality traffic over clicks. Alongside DEPT\u00ae, Blue Apron\u2019s first major initiative on Amazon DSP was the ultimate opportunity to reach new audiences\u2014in places where people were already shopping, streaming, or browsing with intent\u2014while testing and optimising on the platform.\u00a0<\/p><\/div>\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2025\/07\/BlueApronSpead-1.png\"\n\t\t\t\t\talt=\"Blue Apron recipe next to various plates, pans, and baking sheets with food.\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"copy-only\"\n\tdata-content-align=\"center\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Pairing hungry audiences with high-impact placements<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>DEPT\u00ae worked with Blue Apron to develop a media strategy that fully leaned into what made Amazon DSP different, and the first step was audience targeting. Instead of broad demographics, DEPT\u00ae used Amazon\u2019s shopping and behavioural signals to find customers who already showed signs of being a fit.\u00a0<br><br>Every audience was selected based on relevance, not guesswork. For example:<\/p>\n<ul\n\tclass=\"list text-sans-24 block-list__list\"\n\t>\n\t<li>Whole Foods shoppers who bought frozen, healthy meals were deeply aligned with Blue Apron\u2019s offerings and primed for conversion<\/li><li>In-market audiences browsing meal prep tools indicated interest in home cooking, cost savings, and efficiency<\/li><li>Lifestyle audiences that demonstrated behaviours prioritising wellness, sustainability, and premium food options matched the Blue Apron ethos<\/li><\/ul>\n<\/div>\n\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"left-aligned-asset\"\n\tdata-content-align=\"center\"\n>\n\t\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2025\/07\/808x1010-1.png\"\n\t\t\t\t\talt=\"Plate of sliced steak with fries, broccoli, and dipping sauce\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>Blue Apron\u2019s ad placement strategy was just as intentional. Ads showed up on Amazon.com when customers were actively shopping, on IMDb during entertainment browsing sessions, and on Twitch, connecting with a younger, tech-savvy crowd. Wherever the audience\u2019s attention naturally went, Blue Apron was there with relevant and emotionally resonant messaging that evoked the joy of cooking (without having to do the grocery shop).<br><br>To drive further real business results, DEPT\u00ae and Blue Apron activated Amazon\u2019s Performance+ beta. Launched in 2024, the tool is designed for <a href=\"https:\/\/www.deptagency.com\/en-uki\/insight\/how-to-navigate-non-endemic-advertising-in-retail-media\/\" target=\"_blank\" rel=\"noreferrer noopener\">non-endemic advertisers<\/a> using Amazon DSP to harness 1PD and machine learning to automate and optimise campaigns towards a specific goal.\u00a0<br><br>Performance+ gave the team a new lever to move beyond basic click metrics and optimise campaigns towards Quality Site Visitors (QSVs), or users who stayed on-site long enough to show real interest. This helped Blue Apron focus its media spend on audiences that mattered most.<br><br>Throughout the campaign, flexibility was key. DEPT\u00ae built the strategy as a living framework, adjusting audiences, creative formats, and real-time placements based on performance. Insights from Amazon DSP reporting and Campaign Manager gave the team the visibility needed to optimise quickly and stay locked onto the KPIs that mattered: Quality site visits, sign-ups, and lower cost per registration.<\/p><\/div><\/div>\n\n<div class=\"block-stats-and-copy is-text-left\">\n\t<h2\tclass=\"text text-sans-48 block-stats-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >When meal kits meet machine learning<\/h2><p\tclass=\"text text-sans-24 block-stats-and-copy__text\"\n\tdata-animation=\"slideFade\" data-animation-target=\"paragraphs\" data-animation-stagger=\"0.01\" >Blue Apron\u2019s move into Amazon DSP paid off in a big way, driving results across every part of the funnel. The campaign more than doubled average sign-up rates by strategically targeting high-intent audiences like Whole Foods shoppers and wellness-focused consumers.\u00a0<br><br>Cost efficiency followed. By tapping into Amazon\u2019s first-party data and optimising through Performance+, Blue Apron cut CPAs, lowered costs per registration (CPR), and allowed its acquisition dollars to work harder than ever.<\/p>\n\t\n\t\n\t<ul\n\t\tclass=\"block-stats-and-copy__cards is-content-left\"\n\t\tdata-animation=\"slide-fade\"\n\t\tdata-animation-target=\"inner-items\"\n\t\tdata-animation-delay=\"0.15\"\n\t\tdata-animation-stagger=\"0.15\">\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t111%\t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\tincrease in average sign-ups\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t70%\t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\treduction in CPA\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t57%\t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\treduction in CPR\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t36%\t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\tsite visitors likely to qualify as quality\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t<\/div>\n<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"copy-only\"\n\tdata-content-align=\"center\"\n>\n\t<div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>The Performance+ campaign also proved extremely effective in building a pipeline of leads. Audiences driven by automated Performance+ tactics specifically had 65% higher sign-ups and maintained an 80\u201390% QSV rate throughout the campaign.<br><br>With stronger performance metrics, deeper audience insights, and a proven model for efficient growth, Blue Apron is doubling down on Amazon DSP. The success of this campaign reshaped how the brand approaches full-funnel media. As Blue Apron looks ahead, first-party data, premium inventory, and quality-driven optimisation will stay at the core of its strategy, and DEPT\u00ae will be right there to help keep scaling smarter.<\/p><\/div>\n\t\n\t<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":40,"featured_media":4300117,"template":"","meta":{"_acf_changed":false,"es_utils_meta_schema":"","member_job_title":"","member_linkedin_url":"","dept_alt_featured_image":[],"dept_algolia_noindex":false,"dept_algolia_featured":false,"dept_accent_color":"#1027EF","dept_next_case_accent_color":"","dept_case_video":{"type":"local"},"footnotes":""},"client":[42079],"case-category":[42205,42408,42411],"award":[],"person":[39644],"case-industry":[42268,42418,42212,42410],"class_list":["post-4310402","case","type-case","status-publish","has-post-thumbnail","hentry"],"acf":{"dept_is_3q_page":false,"dept_current_cpt_partner":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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