Zenith used Amazon DSP video solutions to help build consideration for Lenovo’s Yoga laptops brand

Yoga is Lenovo’s latest range of notebooks/tablets in the premium laptops category. The brand wanted to build consideration for Yoga as a premium offering with audiences in the 20 to 45-year-old age range and those who are interested in innovation and premium laptops.

Reaching relevant audiences

The Amazon Ads and Zenith teams worked together to identify relevant audiences using amazon.in signals: Lifestyle Tech Enthusiasts, audiences in-market for laptops on amazon.in, and audiences with purchase propensity in the top 30th percentile. Lenovo used a 15-second video to help engage with audiences. This video displayed the unique features of the product: its flexibility to fold when needed and the performance of Yoga notebooks that cater to audiences interested in innovation. Lenovo and Amazon Ads selected premium video in-stream inventory through curated Private marketplace (PMP) deals (with Pubmatic and etc.) and open exchanges to help ensure brand safety.

“Amazon.in is an important place to drive brand awareness and consideration,” said Anupama Bhimrajka, Head Marketing – Consumer PC and Tablet, Lenovo India. “With Amazon DSP, we were able to reach potential consumers for Yoga and successfully move the needle on brand metrics.”

The Amazon Ads team also conducted a brand lift study in association with Nielsen to measure lift driven by this campaign in mind-measures across aided awareness, purchase intention, and message association.

“In today’s digital age, real-time audience insights are crucial to reach relevant audiences, which Amazon DSP has fulfilled for us on Lenovo’s YOGA campaign,” said Sourav Deb , Sr. Director – Planning at Zenith. “We see Amazon as a space that can not only deliver great ‘lower funnel’ results but also help achieve Upper Funnel KPIs i.e ‘awareness’ amongst our relevant audience.”

Driving engagement

The campaign achieved a unique reach of ~6 million with an 80% video completion rate. The Brand Lift study showed a 19 point lift1 in brand awareness, a 5 point lift2 in perception as a premium brand, and a 9 point lift3 in purchase intention.4

“Amazon Ads helped with building brand metrics driving relevant traffic to the Lenovo Yoga webpage, which has helped to move brand KPIs,” said Akash Rohilla, Sr. Director Programmatic at Zenith. “We believe that Amazon DSP should be a part of both branding and performance campaigns moving forward for Lenovo.”

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1–3 Nielsen Digital Ad Effectiveness study for Lenovo YOGA-Amazon DSP campaign, Nov 2021
4 Results are based on control vs ad-exposed groups.

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