Burt’s Bees drives sales with Advertiser Audiences

Amazon Media Group

Matched customers 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 Media Group to sell special Burt’s Bees gift packs and stocking stuffers. Burt’s Bees needed a way to ensure they were precisely reaching their relevant target 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.

Since their target customer list was internally sourced from Burt’s Bees e-store, they used the new Advertiser Audiences Customer List tool to hash and match their existing customer segments with Amazon shoppers.

Based on their hashed audience list, Burt’s Bee’s found 68% of their e-store customers were also Amazon shoppers, providing a precise target audience to drive consideration and purchase of the gift sets. From there, they built a lookalike segment to build relevance and extend their campaign’s reach to shoppers who exhibited similar shopping behaviors.

Results

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

  • Higher return using Advertiser Audiences – The shopper overlap portion of the Burt’s Bee’s and Amazon audiences experienced a return on ad spend (ROAS) of more than double the campaign’s average.
  • Driving relevant consideration – Lookalike segments experienced a 190%-240% lift in consideration, almost tripling the campaign’s average detail page view rate (DPVR).
  • Higher purchase intentions – Matched 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 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.