Seiko grows demand beyond search

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Objective

An innovative watch brand, Seiko, wanted to build on the success of its search campaigns and capture and convert more demand for its products into sales.

Solution

To achieve these goals, Seiko used Amazon’s in-market audience segments to reach relevant customers with display ads both on and off of Amazon (via Amazons programmatic solution). Seiko also used Amazon contextual targeting to reach shoppers viewing products in the category on Amazon. Finally, the brand leveraged the creative flexibility of Amazon display ads to showcase their brand values and updated their creative throughout the length of the campaign to highlight relevant holidays like Father’s Day.

Results

  • 110% increase in keyword searches of advertised brand or products during the campaign period (vs. pre-campaign period)1
  • 112% increase in organic impressions for the brand products during the campaign period (vs. pre-campaign period)2
  • 1.3X Higher ROAS for search and display combined vs the search-only average

Seiko ads on Amazon

Note: There are range of inputs that impact changes in branded search and earned media/organic exposure on Amazon.
Sources: Amazon Internal Data.
1 Branded Search: % change in indexed keyword searches of advertised brand or products during the campaign period vs. pre-campaign period.
2 Earned Media (organic retail impressions): % increase in organic impressions for the brand products during the campaign period (vs. pre-campaign period)