Case study
Partner Awards winner Jellyfish helps BISSELL drive 8x increase in branded searches
See how Brand Storytelling Award winner Jellyfish helped BISSELL raise awareness of their Pet Foundation and purpose-driven mission, championing pet welfare through an innovative campaign that paused sales in favor of charitable giving.
key insights
168,000
Hero video completions achieved through emotional storytelling
225,000
Fire TV hub page views
8x
Increase in likelihood of branded searches post-campaign exposure
The Amazon Ads Partner Awards celebrate ingenuity and innovation in digital advertising. The Brand Storytelling Award (AMER) 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. Jellyfish is the winner in this award for their campaign for BISSELL which strengthened BISSELL's brand perception and set a new standard for purpose-driven marketing.
Goals
BISSELL is a family-owned U.S. floor care company who manufactures vacuums, carpet cleaners, mops, and pet-focused products. Known for their practical, high-performance solutions, BISSELL designs products that tackle the messes of modern life, especially for families and pet owners.
They hired Amazon Ads advanced partner Jellyfish to help reinforce BISSELL as a purpose-driven brand with a deep emotional connection to pet welfare. They wanted to launch a campaign to drive awareness of their Pet Foundation and establish themselves not just as a brand that cleans up after pets, but one that truly cares for pets. Beyond raising awareness, BISSELL wanted to create a meaningful shift in how shoppers perceived their brand. The campaign needed to demonstrate BISSELL's authentic commitment to animal welfare while maintaining their position as a leader in home cleaning solutions.
Approach
Jellyfish developed the "From Cart to Care" campaign on the Amazon store, launching it strategically on World Animal Day. As part of the campaign, BISSELL paused Amazon storefront sales, redirecting focus to charitable donations for animal welfare. It was an unprecedented event that marked the first time a brand paused their storefront sales on the Amazon store in favor of requesting direct donations for a charitable cause.
Working with the Amazon Ads Brand Innovation Lab, Jellyfish crafted a multi-channel strategy that prioritized emotional storytelling over traditional product promotion. They produced a hero video featuring Cathy Bissell, which served as the campaign's centerpiece, delivering the brand's message through authentic, personal storytelling. The campaign utilized Amazon DSP and Fire TV ads to ensure maximum reach and engagement with their intended audience. This innovative approach transformed a traditionally commercial channel into one for meaningful social impact, allowing BISSELL to stand out in the crowded online retail space.
Karen Bennett, Managing Director US, JellyfishOur partnership with BISSELL and Amazon Ads shows what’s possible when innovation and purpose align.
Results
The hero video featuring Cathy Bissell achieved 168,000 completions and the campaign's presence on Fire TV generated impressive visibility with 225,000 hub page views and 59,000 direct interactions.1 Consumers exposed to the campaign were eight times more likely to perform a branded search.2 This metric particularly demonstrated how the campaign successfully strengthened BISSELL's brand perception and emotional connection with customers.
BISSELL and Jellyfish used surprise, empathy, and visual storytelling to cut through the noise, making a traditionally commercial moment feel personal and powerful. By pausing product sales in favor of charitable giving, BISSELL and Jellyfish created a powerful narrative that resonated with their intended audience while setting new standards for purpose-driven marketing.
Sources
1-2 BISSELL, U.S. 2024