Case Study: Goat Union drives new-to-brand growth with Quartile

How Goat Union Turned Amazon DSP into a New-to-Brand Growth Engine

Goat Union, a menstrual care brand focused on reusable period underwear, partnered with Quartile to improve its Amazon advertising strategy. Although Amazon DSP was already running, the brand struggled to determine whether it was actually bringing in new customers, and performance felt inconsistent with overlap against Sponsored Products rather than clear prospecting.

Quartile rebuilt Goat Union’s Amazon DSP approach as a dedicated acquisition engine, separating prospecting, remarketing, and retention while targeting high-intent signals like sustainability and FSA/HSA eligibility. As a result, new-to-brand purchase rate increased by 48%, Amazon DSP ROAS improved by 146%, ACOS fell by about 25%, and performance remained strong even with reduced spend.

Goat Union