IRIS USA drives sales and awareness with Amazon Ads
IRIS USA, Inc., a manufacturer of pet products and home organization solutions, sought advertising tactics to raise awareness and consideration of the Iris Pet Play Pen during the holiday season. The campaign timing created an opportunity to capitalize on the increased Amazon.com traffic and the preparatory mindset of pet owners and gift givers during the holidays. Amazon Ads brought IRIS impactful and wide-reaching advertising solutions to reinforce the Iris Pet Play Pen as an ideal holiday gift for both pets and pet lovers.
The Amazon Ads solution
To achieve this combination of efficient scale and consumer impact, Amazon Ads targeted customers that were in-market to buy dog supplies across the Amazon DSP and Fire tablets. The Amazon DSP creative featured customer reviews for the Iris Pet Play Pen reinforcing the idea that it was a must-have purchase for pets during the holiday season. The impactful Fire tablet wake screen creative acted as an awareness and traffic driver due to its highly visible full-screen presence. With this combination of tactics, Amazon Ads helped IRIS meet its goals of increased consumer awareness and consideration.
IRIS USA, Inc. has been operating in the United States since 1994, functioning as a manufacture of consumer goods in an extensive line-up of organizational products for their every use: home, office, craft and hobby, and pet. The company is dedicated to bringing solutions to the consumer by designing and developing products that bring organization, convenience, comfort and beauty to everyday living. IRIS USA, Inc. provides plastic storage, mesh/wire storage, LED, housewares goods and high-quality products to improve and enhance the experience of pet ownership: pet food storage containers, training pads, plastic pens, cages, pet carriers and litter boxes to name a few. IRIS Ohyama Inc. is the parent company to IRIS USA, Inc. operating out of Japan since 1958 and offering over 15,000 products in Japan alone, IRIS operates some of the most sophisticated and highly automated manufacturing and distribution facilities in the world.
Source: IRIS USA End of Campaign Report, January 2015
With Amazon Ads, more customers researched, considered and purchased the IRIS Pet Play Pen.
- 2.2X product research events lift.
- 3.1X add-to-list lift (purchase intent).
- 1.9X purchase lift.
- The campaign resulted in over 30,800 ad-attributed product detail page views (consideration).
- The Fire tablet delivered the strongest product consideration, delivering a 2.4% detail page view rate.
- Consideration was driven efficiently with a cost-per-detail page view below $1.