A campaign across multiple Amazon touch points drives brand awareness for a hair care brand


Launch a new hair care product line and deepen brand identity of high-fashion style at consumer prices alongside NYC fashion events.


Reach connected millennials and fashion enthusiasts using Amazon’s unique touch points and existing fashion event sponsorship.


Increases in brand favourability 3x CPG benchmarks.

The full story

A prominent hair care brand worked with Amazon (an existing sponsor of global fashion events) to build awareness for its new product line, deepen brand identity and accelerate sales. To achieve these goals, the brand launched a cross-screen campaign including high-impact formats across Fire tablet, desktop and mobile. Leveraging Amazon’s lifestyle fashion audiences, the campaign drove lift across core branding success metrics, measured by a Millward Brown Brand Lift study.


  • 11% lift in brand awareness, 4x the CPG benchmarks
  • 14% lift in brand favourability, 3x the CPG benchmarks
  • 10% lift in purchase intent, 4x the CPG benchmarks