Maybelline creates digital buzz using display ads
Maybelline New York India partners with display ads to create digital buzz during Amazon India Fashion Week ‘16
With hundreds of brands and designers showcasing their collections, Amazon India Fashion Week (AIFW) is one of the most sought-after fashion extravaganzas in India. To start the AIFW 2016 season with a bang, the young and vibrant brand Maybelline New York India ran a month-long display ad campaign on Amazon.in. Their objectives were to generate brand awareness and create a buzz that would boost both online and offline sales.
Customised account management services
Display ads offer valuable account management services with expertise in creating and optimising a brand's advertising campaign. Each Maybelline ad led the shopper to a custom-made Maybelline brand page on Amazon.in, which featured RAIFW-related content such as Maybelline’s select product portfolio, banners, videos and links to its social media pages. Amazon Ads assisted in directing Maybelline’s marketing efforts to the right shoppers, increasing the effectiveness of the campaign.
“The team provided us with valuable creative and strategic guidance on how to connect with shoppers across mediums and assisted us with mobile-responsive advertisements. Due to such prowess, we regard the Amazon Ads team as our advertising partner rather than a mere vendor,” says Pooja, General Manager Marketing of Maybelline.
Another vital aspect is to be able to measure the success of an ad campaign. Display ads provide in-depth reporting with valuable metrics.
“While other ad platforms record only impressions and click-through rates, Amazon pushed the envelope by reporting interesting insights such as number of searches with intent”, says Pooja.
Apart from the resounding success the campaign achieved online, it also was successful in creating a strong association with AIFW and increased the brand’s recall during the event by creating a buzz on social media. Through this campaign Maybelline also shared content around makeup techniques for women to improve shopper experience and to enhance the beauty category.
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