An AI-powered campaign for DINE cat food brand generated more than 9,500 personalised videos and drove a 73% increase in units sold during its six-week run, according to results released by Mars Australia and Amazon Ads.
The DINE Cat Decoder campaign, created by Amazon Ads Brand Innovation Lab, allowed pet owners to upload photos of their cats and select how they interact with them.
An AI tool then generated an animated video of the cat revealing what it might be thinking. The campaign ran across Prime Video, the Amazon.com.au homepage, online video and display, delivering more than 29.3 million impressions.
"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," said Marni Crookes, digital, media and content director at Mars ANZ.
"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."
The campaign also achieved a 99% video completion rate, with 36% of sales coming from new-to-brand shoppers and a 2.2% offline sales uplift across the broader DINE brand.
A TikTok creator strategy ran alongside the Amazon activation, partnering with cat influencers to reach 5.5 million cat owners, delivering 33 million impressions and 5.1 million engagements, with a further 1.9 million views from organic creator content.
"The DINE Cat Decoder campaign showcases the power of breakthrough thinking and integrated strategy in unlocking brand growth," said Carl Colman, managing director at EssenceMediacom.
"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."
The campaign ran from August to September 2025 across Amazon Australia and TikTok.
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