Case study
Hanes’ campaign drove 88% of ad-attributed sales and 91% of all branded searches
Learn how Hanes unlocked their full-funnel advertising plans by maximizing their exposure with new activations like Amazon homepage hero placements, resulting in incremental sales growth and branded search lift during their June 2025 campaign.
key insights
46.7M
unique users reached
88%
of ad-attributed sales came from homepage exposure during campaign period
91%
of all branded searches at 3.4x Branded Search Rate came from homepage exposure during campaign period
Goals
Hanes is an apparel company that specializes in men’s and women’s basics and intimates. In June 2025, Hanes launched their Amazon full-funnel plan to expand their exposure across Amazon beyond just onsite search and mid-funnel Amazon DSP advertising. Their primary objective was to grow sales and share in the highly competitive apparel category. With Amazon being a preferred destination where most U.S. consumers discover new products and brands during their shopping journey, Hanes recognized the strategic importance of securing prominent visibility on the Amazon store. They specifically sought to maximize their impact through a 50% share of voice homepage hero placement for 24 hours.
Understanding the complexity of the apparel category, with its multitude of attribute variations, Hanes took a focused approach by simplifying their success metrics to ensure maximum impact. They aligned early on to prioritize branded search and incremental ad-attributed sales as measures to best tell the consumer’s path-to-purchase journey.
Approach
The launch of their new Hanes Moves activewear collection provided the perfect opportunity to showcase compelling hero creative that would resonate with their desired audience. Hanes developed a comprehensive multi-channel strategy that began with a battle-tested hero creative and extended into a carefully crafted Brand Store experience that expanded the creative’s story. They strategically amplified their messaging through multiple touchpoints, including Sponsored Brands and Posts, while simultaneously offering attractive deals on key featured products. This integrated approach was designed to both create and capture demand onsite.
Hanes Moves activewear campaign
To ensure campaign effectiveness, Hanes maintained clear communication with their Amazon Ads team about business objectives before launch, aligning on metrics, expectations, and success criteria. To measure success, Hanes focused on two primary metrics: branded search and incremental ad-attributed sales, which they identified as the most relevant indicators for tracking the consumer’s path to purchase. Given the placement’s 50% share of voice placement, they consciously chose to prioritize these metrics over view-through metrics, which might have skewed impact assessment. This simplified yet strategic approach to measurement allowed them to focus on what truly mattered: the consumer’s shopping journey and ultimate conversion.
Jason O’Toole, Head of Connected Commerce & Media, Hanesbrands Inc.This felt like a rare 'meant to be' execution where the decision aligned quickly across teams.
Results
The homepage campaign delivered exceptional results that demonstrated the power of full-funnel marketing. During the 14-day attribution window, the campaign generated $7.75 million in attributed sales for Hanes core brands, with the homepage placement driving 88% of this success.1 Additionally, the campaign reached 46.7 million unique users, achieving a dominant 94% share of voice in the men's category.2 Most importantly, the multi-channel approach proved highly effective—users who encountered both display and search ads were more than twice as likely to convert compared to those who saw search ads alone.3 This integrated strategy also strengthened brand awareness, with users exposed to the full mix of homepage, Amazon DSP, and search showing a 4.5x higher branded search rate.4 The impact extended beyond immediate sales, driving a 10% week-over-week growth in Total Ordered Product Sales.5
Sources
1–5 Amazon internal, U.S., 2025.