Boosted a Brand’s New Customers & Brand Shoppers Through an Amazon OLV ad
What We’re Celebrating:
Took a beauty brand’s already increasing new-to-brand (NTB) audience and brand shoppers and accelerated their growth even further by introducing Online Video (OLV) ads.
Upped our client’s total brand shoppers by 20% QoQ and their % of NTB purchasers from 39% in Q4 2022 to 45% in Q1 2023.
Overview:
Global Overview works with a beauty brand that recently began dipping its toe into more upper-funnel opportunities. Through the introduction of Streaming TV (STV) ads, the client saw its highest levels of NTB shoppers and branded searches ever, and they wanted to bolster those results even further by dabbling in more ad tools.
This is when our agency recommended the brand begin investing in OLV ads. We used OLV to specifically promote the brand’s new product launch, and we A/B tested the video to ensure it spoke to audiences in the most optimal way. Thanks to the introduction of OLV, we saw substantial performance across NTB, organic branded searches, total brand shoppers, unique customers reached, and video completion.
The Challenges:
The brand had recently launched a new product in a highly saturated category, so we had to figure out how to be creative with our ad implementations to bolster the performance of that ASIN.
We saw strong NTB and branded search growth through the STV ad, so we had to be incredibly tactical in order to surpass those numbers.
The Strategy:
To drive the additional traffic our client was looking for, we helped them launch an OLV campaign on February 1, 2023. We collaborated closely with the brand and decided to utilize a 30-second OLV with an Amazon end card to promote a new product launch to generate as much awareness and visibility for that item as possible.
After a month of running the OLV campaign, we decided to A/B test the already-existing 30-second creative against a 15-second creative to see which video length customers responded best to. We A/B tested these creatives against each other for a month and determined the 30-second spot was superior because its branded search rate was 83% higher than the other video.
The Results:
Adding OLV on top of the brand’s already-existing new customer acquisition efforts drove performance to new heights. Thanks to our incorporation of this new ad tool, the brand saw the following in Q1 2023:
Number of total brand shoppers up 20% QoQ.
% of purchasers that were NTB jumped from 39% in Q4 to 45% in Q1.
OLV’s NTB purchase rate was 42% in Q1.
3,477 branded searches were driven by OLV.
832K unique customers were reached via OLV.
80% of viewers watched the entire video, which was 85% above the category benchmark.
Interested in learning how your brand should implement Amazon’s OLV?
If your brand wants to bring in new customers, investing in top-of-funnel media can be a powerful addition to your strategy. Our experience and the data we’ve seen indicate that using multiple upper-funnel tools in tandem drives the greatest success. Partner with our team of experienced marketing specialists to learn how to best integrate OLV into a fully stacked advertising approach.