Case study
Clementoni and Kiliagon achieve 1.7x higher conversion rate using Prime Video ads strategy
Italian toy manufacturer Clementoni partnered with Kiliagon to help expand their audience reach during peak season, resulting in significant improvements in new-to-brand sales and conversion rates through an integrated advertising approach.
Key insights
70%
increase in new-to-brand sales, with a 20% increase in new-to-brand sales during activation
1.7x
higher conversion rate for users exposed to multi-channel campaign
10%
higher new-to-brand sales than forecasted target
Goals
Clementoni, an Italian company founded in 1963, has established themselves as a leader in educational toys and games for children. With a philosophy centered on "learning while playing," the brand offers a diverse range of products designed to stimulate learning and creativity, from puzzles to scientific kits. In 2023, Clementoni expanded their presence across Amazon's European region, seeking to help enhance their digital footprint and connect with new audiences at scale.
The challenge emerged during the peak season when Clementoni sought help increasing conversion rates for newly launched products while increasing their new-to-brand audience. Working with Kiliagon, a specialized Amazon Ads technology provider with global expertise, they developed a strategic campaign running from October to December 2024.
Approach
The campaign's approach demonstrated innovative thinking in reaching and engaging consumers. Kiliagon began by analyzing the composition of Clementoni's existing audience base, using these insights to inform their strategy. The team recognized the need for a comprehensive approach to reach audiences at scale across the shopping journey while helping maintain strong performance metrics.
To achieve their objectives, they implemented a sophisticated mix of Amazon Ads solutions. The campaign leveraged Sponsored Products, Sponsored Brands, and Sponsored Display to maintain consistent visibility. However, the real innovation came through the integration of Amazon DSP and Prime Video ads, which allowed them to deliver high-impact video content to a broader audience.
The strategy also incorporated Amazon Marketing Cloud (AMC) and Streaming TV ads to create a truly omnichannel presence. This comprehensive approach enabled Clementoni to reach consumers across multiple touchpoints, delivering their message about educational play in engaging formats.
Results
The campaign's results demonstrated success, helping the brand achieve and surpass their objectives. While the initial media planning forecast anticipated a new-to-brand sales percentage of 60% (representing a 10% increase from their standard 50%), the actual results far exceeded expectations. The campaign achieved a 70% new-to-brand product sales rate, marking a significant 20% improvement over their typical performance.1
Perhaps most impressively, analysis through Amazon Marketing Cloud revealed that audiences exposed to multiple campaign touchpoints—including sponsored ads, Amazon DSP, and Prime Video ads—showed a 1.7x higher conversion rate compared to those who weren't exposed to Prime Video ads.2
These compelling results led Clementoni to commit to implementing similar campaign structures for peak events and gifting seasons in 2025. As noted by Stefano Pierbattista, Digital Marketing Manager of Clementoni, "Collaborating with advanced partners who truly understand Amazon is essential to developing an insights-driven advertising strategy. Leveraging AMC has enabled us to gain a deeper understanding of consumer behavior across the funnel, uncover high-value audiences, and optimize media investment accordingly."
The success of this campaign underscores the value of a comprehensive, insights-driven approach to Amazon Ads. By combining premium video inventory with strategic performance marketing, Clementoni not only reached new audiences but also achieved meaningful engagement and conversion improvements. This case study demonstrates how brands can effectively leverage Amazon's full suite of advertising solutions to drive both awareness and performance metrics, setting new standards for integrated marketing campaigns.
Sources
1–2 Clementoni, Italy, 2024.