Mars Australia and Amazon Ads have revealed the results of an AI-led, full-funnel campaign for DINE that combined Prime Video, the Amazon store and TikTok to drive measurable growth across both online and offline channels.
The DINE “Cat Decoder” campaign, developed by Amazon Ads Brand Innovation Lab, was designed to strengthen the premium cat food brand’s positioning while reaching younger adult cat owners at scale.
A full-funnel approach across Amazon
Research indicated that while many cat owners enjoy spoiling their pets, they are often unsure what their cat actually wants. Mars needed an approach that would build awareness and consideration while also converting new customers.
Amazon Ads Brand Innovation Lab created a custom interactive tool powered by AWS AI that translated cats’ behaviours into personalised animated videos.
Pet owners could upload a photo of their cat and select typical behaviours, prompting the tool to generate a video revealing what their cat might be thinking.
The experience ran across Prime Video, the Amazon.com.au homepage, online video and display placements, delivering more than 29.3 million impressions.
The campaign generated more than 9,500 personalised videos, achieving a 99% completion rate.
Strong sales uplift and new-to-brand growth
During the six-week campaign period, DINE recorded a 73% increase in units sold on Amazon compared to the same six-week period the previous year.
The campaign also drove a 2.2% offline sales uplift across the broader DINE brand, with a 2.9% uplift across featured products including the Classic Collection and Fillets, according to Circana.
Notably, 36% of sales came from new-to-brand shoppers.
Marni Crookes Image: Amazon
Marni Crookes, Digital, Media and Content Director at Mars ANZ, said the campaign demonstrated the impact of combining creativity and technology.
“At Mars, we’re driven to create a better world for pets, and DINE has always been about delighting cats and their owners, and this breakthrough Cat Decoder campaign allowed us to deliver on those promises,” Crookes said.
“Partnering with Amazon Ads and EssenceMediacom enabled us to push beyond traditional advertising and create an engaging personalised experience that reinforced the premium positioning of DINE. It’s a great example of how creativity and technology can work hand in hand to reach new audiences and deliver meaningful growth for brands.”
Extending reach through TikTok creators
Alongside the Amazon activation, Mars and Amazon Ads Brand Innovation Lab rolled out a TikTok-first creator strategy to reach younger cat owners.
@its.aimeeleigh Ever wonder what your cat’s really thinking? 🤔 The new DINE® Cat Decoder can finally help you. Link in bio to decode your cat’s thoughts & spoil them with DINE®. #CatDecoder #DINE® #WhatCatsWant @DINE® ♬ original sound – Aimee Leigh
The campaign partnered with creators including Aimee Leigh (@its.aimeeleigh), Jessie Pearce (@jessieadamopearce), Maple Ginger Boy (@maplegingerboi) and Isabelle Petzl-Duncan (@isabellepetzl), reaching 5.5 million cat owners.
The TikTok activity delivered 33 million impressions and 5.1 million engagements, with a further 1.9 million views generated organically through creator content.
Carl Colman, Managing Director at EssenceMediacom, said the campaign’s strength lay in its integrated strategy.
“The DINE Cat Decoder campaign showcases the power of breakthrough thinking and integrated strategy in unlocking brand growth,” Colman said.
“Its effectiveness stemmed from building a media strategy around Amazon Ads’ innovative ‘Cat Decoder’ concept, seamlessly leveraging Amazon’s powerful browsing and shopping insights with a broad-reaching, creator-led TikTok strategy. This approach delivered scalability and enabled Mars to connect directly with younger cat owners across and beyond the Amazon canvas, successfully engaging new shoppers and driving significant acquisitions.”
Chris Wilson Image: Amazon
Chris Wilson, Head of Amazon Ads Brand Innovation Lab, Australia and Middle East and North Africa, said the campaign highlighted the impact of custom brand experiences.
“The Cat Decoder campaign demonstrates how Brand Innovation Lab unlocks growth for brands by transforming bold ideas into custom experiences that delight customers and drive business results,” Wilson said.
“Working alongside the innovative teams at Mars and EssenceMediacom, we built an audience-first campaign that created a playful, personalised connection with cat lovers across Amazon’s entire canvas—from Prime Video to the Amazon store.
“The campaign’s strong engagement and measurable sales uplift show what’s possible when creative ambition meets Amazon’s full-funnel capabilities, delivering differentiation at every stage of the customer journey.”
The DINE Cat Decoder campaign ran from August to September 2025 across Amazon Australia and TikTok.
Top Image: Amazon