Olay fuels sales growth and brand lift among Amazon customers

At Amazon, we’ve suspected for some time that campaigns on our site drive not only on-Amazon sales but off-line sales and brand benefits for our advertisers, as well. Procter & Gamble worked with Amazon to test the impact of an Amazon Advertising campaign on off-line sales and key brand metrics in addition to sales on Amazon.

Amazon audiences outperform demographic audiences

There was a 15% lift in overall sales among groups reached using Amazon audiences compared with an 8% lift among those reached using traditional demographic attributes.

The Amazon media solution

Amazon worked with P&G to develop a solution that reached Olay’s most likely customers using Amazon’s real-time, first-party data. By reaching customers who were in market for skin care products and relevant Amazon lifestyle segments, P&G was able to accurately pinpoint their most receptive customers and affect both sales and brand perceptions among these group.

Learn more about skin care marketing.

P&G serves approximately 4.6 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The P&G community includes operations in approximately 75 countries worldwide.

Source: Nielsen Brand Effect, 2012

Highlights
  • $1.6MM incremental offline sales
  • 10% lift compared with pre-campaign benchmarks