Burt’s Bees drives sales with advertiser-hashed audiences

Their hashed audiences purchased four times more with more than double the campaign’s average return on ad spend

For their campaign in December 2016, Burt’s Bees worked with Amazon Ads to sell special Burt’s Bees gift packs and stocking stuffers. Burt’s Bees needed a way to ensure that they were reaching precisely their most relevant audiences among Amazon’s diverse shoppers: Burt’s Bees brand advocates and browsers/prospective purchasers from the Burt’s Bees website. This way, they could be certain the gift packs would be enjoyed by shoppers who were already interested in Burt’s Bees.

Burt’s Bees leveraged its hashed audiences to activate an existing audience on Amazon to help drive consideration and gift set purchases. From there, they built lookalike audiences to build relevance and extend their campaign’s reach to audiences with similar shopping behaviours.

Results

With consideration and sales as their top priorities, Advertiser Audiences accelerated the cross-screen campaign to make it the most successful campaign that Burt’s Bees has run with Amazon:

Higher return using Advertiser Audiences – The shopper overlap portion of the Burt’s Bees and Amazon audiences experienced a return on ad spend (ROAS) of more than double the campaign’s average.
Driving relevant consideration – Lookalike segments experienced a 190–240% lift in consideration, almost tripling the campaign’s average detail page view rate (DPVR).
Higher purchase intentions – Matched brand followers and advocates purchased as much as four-times more than the campaign average.

After experiencing this success, Burt’s Bees is excited to continue using Advertiser Audiences as a foundation for future campaigns to securely extend reach beyond its e-store and drive cross-selling opportunities for new products on Amazon.com.