Case Study
Learn how Aveeno Baby boosted brand awareness and conversion with a full-funnel strategy
Goals
- Boost Aveeno Baby sales on Amazon by reaching relevant audiences
Approach
- Strategically employed a concise 15-second in-stream video, engaging audiences on popular streaming websites and third-party sites
- Employed a combination of static creatives and responsive digital ads across third-party apps to drive consideration
- Executed display ad campaigns within the Amazon mobile application using static creatives to maximize conversion rates
Results
- 6x increase in the brand’s browser base
- 22% increase in branded searches
- 11% increase in brand awareness
- 8x increase in conversion rates for customers exposed to multiple ad formats
Aveeno Baby is a globally renowned brand that has established itself as a trusted name when it comes to catering to the delicate needs of babies’ sensitive skin. Since the brand is still emerging in India and is not yet widely known, the brand and their agency, Interactive Avenues, worked with Amazon Ads to build a full-funnel strategy using Amazon DSP to drive brand awareness, consideration, and purchase intent.
Aveeno’s goal was to boost Aveeno Baby sales on Amazon by reaching relevant audiences in the summer of 2023. Aveeno Baby navigated the digital landscape without their own online website, relying on Amazon for sales. They needed to implement innovative digital advertising strategies to attract the customers of other competition brands as well as other consumers on Amazon.
Reaching relevant audiences with in-stream video
Through this campaign, Aveeno was able to reach relevant audiences for the brand using Amazon’s audience solution. The primary audiences were parents with young children in the age group of newborns to three years. The campaign reached customers who were looking to purchase high-quality baby products since the brand was operating within the premium baby-care space. Reaching parents of children in this age group was important to build brand trust, offer wide range of products, and engage with the influential parenting community.
The brand strategically employed a concise 15-second in-stream video, engaging audiences on popular streaming websites and various third-party sites. To drive consideration, the brand employed a combination of static creatives and responsive digital ads across third-party apps. This comprehensive campaign used Amazon’s audience solutions, engaging quality-conscious parents with young children. The audiences were directed to the product detail page featuring the best-selling Aveeno Baby products.
In addition, the brand executed display ad campaigns within the mobile application of Amazon using static creatives to maximize conversion rates. These campaigns reached out to individuals who had expressed interest in Aveeno Baby products during the awareness and consideration phases of the campaign to capitalize on top-of-mind recall generated by the previously mentioned campaigns.
By leveraging Amazon’s audience solutions and employing a multifaceted advertising approach, we have successfully elevated Aveeno Baby’s presence in India. The campaign’s impressive outcomes reflect our commitment to reaching and engaging with our target audience effectively. This full-funnel strategy has not only enhanced brand awareness and consideration but also optimized our advertising investments, setting a new benchmark for digital marketing excellence in the premium baby care segment.
— Manoj Gadgil, Business Unit Head and Vice President of Marketing at Aveeno Baby
Increasing brand recall and driving campaign efficiency
The video campaigns executed by Aveeno baby reached 6 million parents with young children within a span of nine weeks. The brand searcher and browser base witnessed 6x improvement, and branded searches improved by 22% within the same time frame, indicating a successful increase in consideration among potential customers. Cost of video completion and views from static campaigns surpassed benchmarks. A brand lift study, completed by Nielsen, indicated an increase in 11% brand awareness in exposed set.
Increase in Brand Browser Base*
Increase in Branded Search*
Increase in Brand Awareness#
Brands without their own online stores need innovative tactics to reach relevant audiences. We leveraged the power of Amazon DSP to implement a full-funnel marketing strategy that successfully built brand awareness, consideration, and purchase intent for our client.
— Priyanka Mohanty Nayudu, Vice President at Interactive Avenues
Increased consideration also led to notable improvements in key metrics on a month-over-month basis. The advertising cost of sales for sponsored ads improved by 33% as brand awareness increased. The Amazon display remarketing campaign return on ad spend (ROAS) improved by 4x during the same period, indicating a more efficient use of advertising resources. The team noticed that consumers exposed to multiple ad formats (Amazon DSP video with search or display ads) experienced an 8x increase in purchase rates compared to consumers who were exposed to a single ad format.
Amazon Ads has helped us effectively reach new and more relevant audiences through DSP-based campaigns. We recently observed a 22% increase in branded searches and an 18% uplift in total customers for Aveeno baby.
— Maria Fernando, Director of Programmatic Solutions at Interactive Avenues
* Amazon Internal Data
# Nielsen Brand Lift Study
Disclaimer - The above mentioned results and metrics were observed in one particular campaign for Aveeno.