How Hasbro drove brand lift and sales for Peppa Pig and Play-Doh with Prime Video ads

Whether it’s learning to be brave, how to give families a helping hand, or just finding fun on a rainy day, Peppa Pig’s adventures teach children about the world around them. And these messages – about bravery, helping and fun – are what millions of parents and guardians of preschoolers in the U.K. connected with while streaming Prime Video and Freevee content in the first quarter of 2024.

One of the early adopters of Prime Video ads, Hasbro has seen success throughout the first months of 2024, reaching Peppa Pig and Play-Doh consumers through campaigns in the U.K. and the U.S., respectively. 2024 marks the first year in which brands can reach millions of Prime Video viewers with Streaming TV ads in shows and movies. Ads in Prime Video content have been introduced in the U.S., U.K., Germany, Austria, Canada, France, Italy, Spain, Mexico and Australia.

This year, Hasbro identified Prime Video as a place to reach viewers alongside the content their customers are passionate about.

“Prime Video offers an incredible roster of shows,” says Jennifer Burch, senior director of global media at Hasbro, Inc. “From a media standpoint, we want to align our ads to premium, brand-safe content, and the added benefit to utilizing Prime Video is we are reaching a qualified audience through Amazon first-party data.”

According to the new From Ads to Zeitgeist research from Amazon Ads, brands can build stronger relationships with their consumers by participating in culture. About 66% of global consumers say that advertising is an important way for brands to communicate their values, and 63% say brands create shared experiences for people. Prime Video offers thousands of shows and movies, and has an average monthly ad-supported reach of 200 million global customers, 115 million of whom are in the U.S.

Hasbro was eager to tap into some of the excitement around the premium content on Prime Video, which offered the brand an opportunity to “see how we are driving users through the funnel from upper-funnel Streaming TV into lower-funnel Sponsored Brands ad placements,” Burch says. “Prime Video in particular was attractive to test with it being a new premium offering with a relatively low ad load, giving us the ability to stand out in a relatively uncluttered space.”

First, with the Peppa Pig campaign in the U.K., which ran for six weeks from February to March, the brand tested the three creative messages to see which would drive higher conversions and performance in brand lift studies looking at purchase intent. “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,” Burch says.

Working with their agency Kepler, Hasbro activated the Peppa Pig campaign in the UK against a Prime Video run-of-service package, which then layered audiences featuring households with children in the home and adults between the ages of 18–34.

After the six-week test run, Hasbro reached 7 million unique users across the entire campaign, and found that 68% of Peppa Pig purchases during that period were new to brand. Hasbro observed a 21% YoY increase in branded searches and a 18% YoY increase in sales for Peppa Pig toy products on Amazon. A third-party brand lift study from Lucid confirmed increases in ad recall, brand awareness, and purchase intent in audiences who saw the ads, including a 14% increase in brand favourability among audiences ages 18 to 34 with children in the home.

“For Hasbro, it was an easy activation and great way to increase our consumers’ exposure to multiple ad formats,” Burch says. “Prime Video drove largely unduplicated reach and brought new consumers into the purchase journey allowing our lower-funnel efforts to be more efficient.”