Case study
85% of UGREEN purchasers were exposed to ads from Partner Award winner Xnurta’s campaigns
UGREEN partnered with Xnurta to shift brand perception among Japanese gamers from functional to fan-driven through strategic storytelling and Genshin Impact co-branding, delivering strong engagement and performance metrics.
key insights
0.24%
Click-through rate from re-engaged gaming audience exceeded category benchmarks
4.6%
Detail page view rate through strategic storytelling surpassed category benchmarks
85%
Co-branded product purchasers were exposed to the campaign’s Twitch ads
The Amazon Ads Partner Awards celebrate ingenuity and innovation in digital advertising. The Brand Storytelling Award (APAC) category recognizes partners who showcase how they used Amazon Ads brand building solutions to create powerful brand stories, build emotional connections, and deliver measurable impact. Xnurta is the winner of this award for their campaign for UGREEN which helped transform their brand perception among Japanese gamers and drove strong performance using Amazon Ads solutions.
Goals
Founded in 2012, UGREEN is focused on creating innovative electronic devices and accessories that are both technologically advanced and affordable for consumers. Their user-focused approach lies at the core of their brand, which has earned the trust of over 200 million users globally.
While known for reliable charging products, the brand needed to differentiate themselves in Japan’s crowded electronics category and transform their perception from purely functional to emotionally resonant, particularly among Gen Z and Millennial gamers, and demonstrate that they could be part of the gaming lifestyle, not just a tool for it. To achieve this transformation, UGREEN partnered with Amazon Ads advanced partner Xnurta to develop and execute a strategic campaign.
Approach
Xnurta relied on Amazon Marketing Cloud (AMC) insights to shape the strategy. They identified significant overlap between UGREEN customers and gaming audiences, which guided their approach to reach Gen Z and Millennial gamers with relevant content. Xnurta developed a fan-first storytelling strategy centered around a strategic co-branding partnership with Genshin Impact. The campaign aimed to demonstrate UGREEN's understanding of gaming culture and position the brand as an integral part of the gaming lifestyle rather than just a utility provider.
This led to the creation of two complementary video creatives that incorporated elements of Genshin Impact characters and gaming aesthetics. The campaign deployed a full-funnel approach, using Twitch and streaming TV ads for awareness and affinity building, while lower-funnel sponsored ads reinforced the narrative and drove sales. AMC also showed that the Twitch audience viewing UGREEN’s ads included very few past purchasers, demonstrating it could be a key channel for reaching new audiences.
Hailey Peng, Head of Marketing, UGREENOur IP Co-branded activations on Twitch, Fire TV, and other Amazon Ads channels enabled UGREEN to authentically engage Japan’s gaming community.
Results
The campaign demonstrated both brand perception shift and strong performance results. The strategic deployment of ads achieved a click-through rate of 0.24%, surpassing category benchmarks and indicating strong audience engagement with the creative content.1 The detail page view rate reached 4.6%, also exceeding category benchmarks.2
Most significantly, 85% of customers who purchased the co-branded products had been exposed to Twitch ads.3 This demonstrated how the upper-funnel brand-building activities successfully translated into tangible business outcomes. The comprehensive approach helped demonstrate how strategic storytelling could drive both brand building and performance metrics.
Sources
1-3 UGREEN, Japan, 2025.