‘Tis the Season for Upper-funnel Video: Leveraging Seasonal Awareness for Holiday Sales Growth

The holiday season creates a rare opening: shoppers actively switch brands in pursuit of value, with new-to-brand purchases surging to 65% during Black Friday 2024 (source: Tinuiti). Capturing these switchers requires earning a spot in their initial consideration set—and brands that achieve this are more than 2x likely to be purchased (source: McKinsey).  

That's where upper-funnel video becomes essential. Video creates emotional connections, demonstrates what makes your brand different, and tells a story that static ads can't match—exactly what's needed to stand out when shoppers are open to trying something new. But what if your video campaigns haven't delivered the results you’ve been wanting?  

Why Upper-Funnel Video Fails: Siloed Strategies 

Here’s a common scenario: A brand invests in video tactics without integrating them into a coordinated full-funnel strategy. They launch Prime Video campaigns without connecting the creative to retargeting opportunities, sponsored ad campaigns, or their PDPs and brand stores—missing the compounding effect that makes video work. Even worse, they lack attribution frameworks to connect video exposure to downstream sales, making it impossible to prove any tangible return or optimize performance. The result: upper-funnel video remains an “unmeasured” brand building expense rather than a revenue driver with clear impact on consideration and conversion. 

What effective video strategy requires is data-driven audience targeting, measurement framework development, and strategic campaign execution that builds awareness AND drives action. When a brand facing declining sales needed to prove video's ROI, GO implemented exactly this approach—with measurable results. 

Case Study: Video Drove 108% Sales Growth in 6 Weeks 

The Challenge 

A brand needed proof that awareness-building tactics drive measurable sales. Their sales had been slipping, and they needed an agency to demonstrate clear ROI from video investment. Previous upper-funnel campaigns lacked measurement frameworks connecting video engagement to actual revenue. 

GO's Data-Driven Video Strategy 

• Step 1: Advanced Audience Identification
  Leveraged Amazon's unique consumer behavior data to identify high-value audience segments most likely to convert. This precision targeting ensured every impression reached qualified prospects rather than generic audiences. 

• Step 2: Measurement Framework Implementation
  Established clear measurement frameworks using Amazon Marketing Cloud (AMC) advanced multi-touch attribution to track the campaign's impact at every stage of the funnel.  

• Step 3: Targeted Prime Video Campaign Launch
  Launched targeted Prime Video ads using DSP audiences and overlap reports for maximum relevance. The campaign leveraged Amazon's latest frequency management capabilities to eliminate duplicate impressions and maximize incremental reach.  

NOTE: Prime Video has an average U.S. monthly ad-supported reach of 130MM+ (source: Amazon Ads), with Prime Video viewers in the US spending 132% more per month on Amazon than non-Prime Video viewers.  

The Results 

• 108% sales increase in just 6 weeks post-launch 

• 1.5M strategic impressions reaching qualified audiences 

• 136K glance views demonstrating strong audience engagement 

• Proved upper-funnel video advertising drives clear and measurable revenue impact 

Make Holiday Video Count 

Are your video campaigns building awareness or driving revenue? The difference comes down to your approach and your measurement framework from day one. With the holiday season approaching, now is the time to implement video strategies that deliver both awareness and sales impact. Don't let another season pass with campaigns that can't prove their worth. 

Ready to make an impact with upper-funnel video? Click the button and get a conversation started.