By Jonathan Baker (Contributor: Michael Perpero, Growth and Business Intern at EGC) At the beginning of the year, Amazon began showing ads on its Prime Video service. This may be a nuisance to some subscribers. One brand, however, is seeing success that is beyond great from this marketing strategy. Hasbro wins big Well-known toy company Hasbro is the “pioneer brand” that has struck proverbial gold by adopting ads played on Amazon Prime Video. Two of the brand’s products—modeling compound Play-Doh and cartoon icon Peppa Pig—received a significant increase in both visibility sales in the United States and the United Kingdom. How significant? Amazon explains. Account from Amazon To begin, let’s look at the approach and the (very) noteworthy results connected with Hasbro’s “debut” on Prime Video ads, detailed in a recent case study from Amazon. (Spoiler alert: It was a dream come true in terms of brand lift, sales, and reach.) Approach What brand doesn’t want an increase in both reach and sales? Amazon formulated a strategy where customers who see—and decide to purchase—items featured in a Prime Video ad (in this case, Hasbro products), are then connected to a placement in Sponsored Brands. (Sponsored Brands help customers discover and learn more about a brand within the Amazon store.) Now for the significant increases mentioned above… Results The increases were, in a word, impressive. Peppa Pig toy products benefited from an increase of over 21 percent in branded searches, complemented by more than 18 percent increase in sales. Play-Doh kits and canisters had an over 14 percent increase in brand recall, as well as a 4 percent increase in brand favorability. These already popular toys got a lot more popular, thanks to Amazon’ Prime Video. That’s because the percentages above were made up of new customers. This is also proof of the newer, stronger form of marketing—first-party data. First-party data As noted in Marketing Dive, Amazon has extensive first-party data (or retail media data) of shoppers who have purchased from the site, which is being positioned as an added layer of precision to these campaigns. Through first-party data, Amazon “knows” what products and campaigns to match to particular customers. To quote Jennifer Burch, senior director of global media at Hasbro: Prime Video was the perfect option for reaching our Peppa Pig consumer due to the ability to tap into Amazon first-party insights to reach parents with kids in the household and placement to run our content in brand-safe, big-screen inventory. Do you promote your brand on Amazon? You’ll be interested to know that the EGC Group has an Amazon Marketing Service Division that can deliver unexpected results and ROI (return-on-investment) from Amazon Marketing Services (AMS) Management. Get in touch with EGC to help get your products and services seen and noticed—whether it’s on Amazon, social media, or anywhere.
