Burt’s Bees drives sales with advertiser hashed audiences

Amazon Media Group

Their hashed audiences purchased 4X more with over 2x the campaign’s average return on ad spend

For their campaign in December 2016, Burt’s Bees worked with Amazon Advertising to sell special Burt’s Bees gift packs and stocking stuffers. Burt’s Bees needed a way to ensure they were precisely reaching their most relevant audiences amongst Amazon’s diverse shoppers: Burt’s Bees brand advocates and browsers/purchase-intenders from the Burt’s Bees website. This way, they could be certain the gift packs would be enjoyed by shoppers who were already interested in Burt’s Bees.

Burt’s Bees leveraged its hashed audiences to activate an existing audience on Amazon to help drive consideration and gift set purchase. From there, they built lookalike audiences to build relevance and extend their campaign’s reach to audiences with similar shopping behaviors.

Results

With consideration and sales being top priorities, their hashed audiences accelerated the cross-screen campaign to be the most successful campaign Burt’s Bees has run with Amazon to-date:

  • Higher return using advertiser hashed audiences – The hashed audiences experienced a return on ad spend (ROAS) of more than double the campaign’s average.
  • Driving relevant consideration – The lookalike audiences experienced a 190%-240% lift in consideration, almost tripling the campaign’s average detail page view rate (DPVR).
  • Higher purchase intentions – The hashed audience of brand followers & advocates purchased as much as 4x more than campaign average.

After experiencing this success, Burt’s Bees is excited to continue using advertiser hashed audiences as a foundation for future campaigns to securely extend reach beyond its e-store and drive cross-selling opportunities of new products on Amazon.com.