L'Oréal Paris drives brand awareness with Prime Video's First Impression Takeover in Spain

Goals

In an environment where customer attention is increasingly scarce, L’Oréal Paris set out to capture it from the very first moment of the viewing experience. As part of a multi-product strategy, the brand aimed to strengthen their brand awareness and extend their coverage among new audiences, complementing their ongoing digital investments with a premium, high-impact format.

With audiovisual consumption habits continuing to evolve, L’Oréal Paris sought a solution that could reach viewers in trusted, high-quality environments free from advertising saturation. The brand was particularly interested in formats capable of delivering both scale and exclusivity, while ensuring their message appeared in a context aligned with the brand’s values and creative identity.

Testing Prime Video’s new First Impression Takeover (FITO) presented an opportunity to innovate within the streaming space. For L’Oréal Paris, this Beta activation offered not only a way to elevate visibility but also a controlled environment in which to measure the true incremental value of premium connected formats.

Approach

The campaign began by activating a Prime Video ads strategy designed to build awareness among streaming audiences ahead of the FITO Beta launch. This initial phase was amplified through Amazon DSP, an Amazon Ads omnichannel marketing solution that enables brands to reach relevant audiences across the largest supply of premium ad-supported inventory, including Amazon-exclusive properties like Prime Video, or across third-party supply. This helped L’Oréal Paris optimize frequency, control overlap, and ensure investment efficiency.

The centerpiece of the plan came with the activation of the First Impression Takeover format. FITO positioned L’Oréal Paris’ creative as the very first advertisement viewers saw when they started watching content on Prime Video that day. This placement allowed the brand to integrate their message seamlessly into the entertainment experience at a high-attention moment. Additionally, FITO guaranteed 100% Share of Voice, ensuring no other advertiser occupied that first advertising position during the campaign window.

By combining Amazon DSP with Prime Video ads and FITO, the brand built a full-funnel framework capable of reaching audiences at scale while maintaining relevance.

Results

The impact of the new format was immediate. During the 24-hour Beta activation, L’Oréal Paris exceeded 1.2 million impressions and had 32% reach, with only 25% overlap between the FITO and Prime Video ads campaigns.¹ This demonstrated the incremental power of combining connected formats.

The results reinforced the value of orchestrating complementary touchpoints, from Amazon DSP to Prime Video ads, to maximize reach while maintaining efficiency. FITO illustrated how premium streaming environments can serve as a powerful space for brands seeking high-attention placements that introduce their message at a natural moment in the viewing journey.

For L’Oréal Paris, this pilot not only strengthened the brand’s presence within quality audiovisual environments but also showcased the potential for a more measurable and effective communication model. Every step, from first exposure to later interactions, can be optimized using Amazon Ads insights to build a holistic strategy that balances scale, exclusivity, and creative impact.

Sources

¹ Amazon internal, ES, 2025.