Ariel unlocks big wins and a 30% sales uplift with Amazon Now sponsorship

Goals

Ariel set out to strengthen their position in the UAE’s laundry care market at a time when shoppers are increasingly choosing quick, convenient, and premium solutions. With more households turning to concentrated liquids and pods, and buying them through fast delivery services, the brand saw an opportunity to meet consumers where they now shop most. The campaign aimed to raise awareness for Ariel Platinum Clean, reach as many potential shoppers as possible, and make it easier for them to buy the product with just a few taps on Amazon Now, a service that delivers fresh food, beverages, and daily necessities in minutes.

At the same time, Ariel wanted clear proof that a full-funnel approach could drive real impact, from visibility and shopper growth to measurable sales uplift. By doing this, the brand set out to show that Ariel Platinum Clean can lead the premium segment not only through product performance, but by being instantly accessible in the moments customers need it most.

Approach

The campaign was built around a full-funnel strategy that made Ariel visible at key moments—from browsing to buying. To launch Ariel Platinum Clean, the brand activated an Amazon Now platinum sponsorship, securing high-impact visibility across both Amazon.ae and Amazon Now. This included premium homepage banners, prominent aisle-level features, and top-brand recommendation slots that positioned Ariel at the forefront of the shopper journey. Whether shoppers were browsing for household essentials, exploring laundry categories, or making quick replenishment purchases, Ariel maintained a strong, uninterrupted presence, ensuring that Platinum Clean was consistently top-of-mind and only a tap away from the basket.

Ariel’s Amazon Now campaign video

All media directed shoppers to a dedicated Brand Store designed specifically for the launch, where they could explore Ariel Platinum Clean through clear product explanations, comparison points, and visuals that highlighted the new formula. The Brand Store acted as a simple, focused environment that removed distractions, allowing shoppers to understand the product benefits quickly and move straight to purchase with minimal steps.

For added impact, Ariel paired digital media with physical sampling through quick-commerce: every Amazon Now order during the first ten days arrived in an Ariel-branded Amazon bag containing a sample of Ariel Platinum Clean. This meant that shoppers who saw the ads online could experience the product in their own homes, without needing to make a separate purchase. By connecting media exposure with instant product trial inside the same shopping ecosystem, the campaign created a seamless loop between awareness, consideration, and usage.

Results

Ariel saw a +30% increase in sales¹ and a +40% rise in total orders² compared to the period before launch, showing that shoppers not only noticed the product but acted on it. The strategy also brought new households into the brand, with a +42% uplift in unique purchasers.³

Visibility and brand presence grew significantly as Ariel reached the top spot in category searches and recorded a +20% increase in Share of Voice during launch week, alongside higher organic sales.⁴

The combination of premium placements, rapid delivery, and in-bag sampling helped Ariel Platinum Clean stand out during a critical launch moment, proving that the mix of fast fulfillment and a full-funnel approach can successfully accelerate both trial and long-term brand preference.

Sources

^1-4Amazon Internal Data, UAE, 2025