Isopure partners with Flywheel to pair search with onsite video to fuel new product launch at Costco

The objective: maximize reach and conversion for a new product launch

Isopure launched a new protein water at Costco and wanted to ensure they could reach new shoppers at the top of the funnel while also maximizing efficiency and performance at the bottom of the funnel. The brand faced the dual challenge of building awareness for an entirely new product category while driving immediate conversion among in-market shoppers. They were interested in testing new ad formats to amplify their product launch but wanted to ensure the impact was fully measurable across the entire purchase journey, from initial discovery through final conversion.

The solution: testing new formats with clear measurement

In partnership with Criteo and Flywheel, Isopure was first-to-market to test self-service onsite video on Costco, alongside their current allocation of sponsored products. This innovative approach allowed Isopure to simultaneously reach shoppers at different stages of the purchase journey.

Running both formats together delivered a stronger, more complete strategy than either tactic alone. Onsite video extended audience reach and maximized site visibility at the top of the funnel, capturing attention and building awareness for the new protein water launch. Meanwhile, sponsored products effectively converted shoppers who were actively searching and ready to purchase.

Through Flywheel’s early access to Criteo's comprehensive measurement solutions, Isopure was able to track impact across ad efficiency, customer acquisition, organic visibility, and total sales - ensuring full transparency into how each format contributed to overall business outcomes.

The results: a balanced ad mix drives performance across the purchase journey

The display and sponsored products mix created an efficient, acquisition-heavy, and conversion-optimized strategy, ensuring Isopure captured both new audiences and in-market shoppers while maximizing return on spend. Flywheel was an early adopter of Criteo’s advanced measurement, allowing Isopure to glean insights around the onsite video campaign across the purchase journey.

Awareness & Engagement

• 19× increase in total Product Detail Page (PDP) views, demonstrating that onsite video dramatically expanded product visibility and drove shoppers deeper into the purchase journey.

• 70% increase in PDP view rank, showing that the combined ad strategy improved organic discoverability and site prominence for the new product launch.

Customer Acquisition

• 84% of total new-to-brand (NTB) customers were driven by video, proving that onsite video was the primary driver of new customer acquisition and successfully reached shoppers unfamiliar with the brand.

• 400% lower cost per NTB customer versus sponsored products, demonstrating that video delivered exceptional efficiency in acquiring high-value new customers at scale.

Sales Performance

• 80% total sales increase, showing that the combined strategy of video for awareness and sponsored products for conversion delivered meaningful revenue growth.

• 7% sales rank increase, reinforcing that paid media directly improved the product's competitive positioning within Costco's marketplace.

Conclusion: A well-balanced ad mix can drive reach and conversion for new product launches

Ultimately, Isopure's first-to-market test of self-service onsite video at Costco proved that innovative ad formats, when combined with core search tactics, create a more robust and measurable path to new product launch success. The results show that shoppers engaged with video convert at lower costs, that full-funnel strategies drive both awareness and sales, and that being early to test new formats can unlock significant competitive advantages in the crowded retail media landscape.