Utilizing Prime Video Ads to Generate Awareness, Traffic, and Sales for a New Item Launch
What We’re Celebrating:
By leaning into Amazon’s Prime Video Ads, we enabled our client to increase their audience pool, build awareness, and boost traffic on a new item launch in just 1 month.
Generated 1.5M impressions via the new ad tool, reaching almost 1.4M different users.
Yielded 12K Prime Video Ad-attributed brand searches.
Drove 136K total glance views.
We increased the new item’s sales by +108% just 6 weeks after the Prime Video Ad went live.
Overview:
A company that historically had strong brand equity and conversion was seeing their sales begin to slip. When GO began working on the business, we identified the crux of the issue was that they were generating lower traffic and brand awareness than they had in years past. This was due to a few factors:
Competitors were launching new products more frequently than our client.
Competitors were increasing their advertising budgets to new heights. We knew this thanks to a Blinded Peer Spend report provided by the Amazon Ads team and data from Stackline. These resources confirmed that competitors were not only spending more than they had in the past, but they were also drastically outspending our client.
For example, a top competitor spent approximately 3X more on advertising in Q4 2023 than our client.
Competitors invested more in upper-funnel media (DSP, Streaming TV, and Online Video) than our client. We knew this due to media tactic breakout reports that the Amazon Ads team provided.
Our client’s older core demographic was shrinking, meaning they needed to start resonating with younger shoppers.
GO knew the greatest opportunity to overcome these challenges was to lean into Amazon’s Prime Video Ads. With this tool’s ability to showcase a wide range of engaging content that speaks to a large audience pool at the beginning of their buying journey, we were confident it would help our client extend their reach to younger shoppers, boost traffic and awareness, and ultimately reignite their sales growth.
The Challenge:
Competitors were becoming more prominent in the category, consistently creating new innovations, investing more in the Amazon platform, and diving into upper-funnel tactics.
Our client’s core audience was becoming smaller, and they needed a strategy to help them engage with new shoppers.
The Strategy:
Underscoring Prime Video Ads’ Impact
GO collaborated with the Amazon Ads team to hold in-person sessions with the client to illustrate the benefits of Prime Video Ads. We shared content including PowerPoint decks, videos showcasing the ad type’s content capabilities, and metrics demonstrating Prime Video Ads’ reach (e.g., Prime Video Ads have an average monthly ad-supported reach of 200 million global customers).
Determining the Budget
Before crafting our Prime Video Ad strategy, we first needed to understand how much budget was necessary to generate desired results. To figure out how many dollars it would take to help our client see a significant sales performance, we:
1) Looked at historical KPI performances across metrics like cost per glance view and conversion rate.
2) Mapped out approximately how many glance views we needed to hit different sales targets.
3) Presented spend tiers for the client to choose from, providing “Good”, “Better”, and “Best” scenarios in which they would either hit or exceed these different sales targets. The client had budget constraints, and this approach allowed them to be flexible with their spend allocation while still working toward growth.
Launching the Ad Strategy
Within the Prime Video Ad, we decided to feature one of the brand’s new item launches in a key category because it was concurrently receiving marketing and PR support both on and off Amazon, ensuring the greatest visibility for the product possible.
Additionally, because one of the brand's goals was to increase awareness, we initially utilized a broader targeting strategy. We also leveraged overlap reports to identify younger, relevant shoppers to target, and we pulled in high-performing audiences from previous DSP campaigns that played in similar categories.
Finally, we provided best practice and Prime Video Ad specification information to our client to ensure they created the most optimal and compelling campaign assets possible. This included testing 15-second and 30-second video lengths, showing the product in lifestyle settings, and including retailers to purchase from and search bar calls to action in the end card.
The Results:
Within one month of the Prime Video Ad being live, the new item experienced:
1.5M Prime Video Ad impressions, reaching almost 1.4M unique users.
12K Prime Video Ad-attributed brand searches.
136K total glance views.
This performance aided our client’s overarching growth goal, seeing the new item’s sales spike +108% just 6 weeks after launching the Prime Video Ad.
Due to these results, the client had GO put Prime Video Ads in motion for several other big bet items to boost these metrics across their broader portfolio.
Does your brand want to test Amazon’s Prime Video Ads?
Reach out to our team for support. We have experience crafting upper-funnel strategies that not only boost awareness and traffic but also help clients ignite sales growth. We look forward to hearing from you.