Olay fuels sales growth and brand lift among Amazon customers

There was a 15% lift in overall sales among groups reached using Amazon audiences compared with an 8% lift among those reached using traditional demographic attributes.

Amazon worked with P&G to develop a solution that reached Olay’s most likely customers using Amazon’s real-time, first-party data. By reaching customers who were in market for skincare products and relevant Amazon lifestyle segments, P&G was able to accurately pinpoint their most receptive customers and affect both sales and brand perceptions among these group.

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P&G serves approximately 4.6 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II® and Vicks®. The P&G community includes operations in approximately 75 countries worldwide.

Source: Nielsen Brand Effect, 2012