For over 30 years, the American brand Fossil has focused on producing perfectly crafted watches and lifestyle products to be a shopper’s style accomplice. In the pursuit to make their ever-growing product line visible to relevant shoppers on Amazon.in, Fossil has joined forces with display ads to run targeted ad campaigns.
The Amazon Advertising team works on achieving the brand’s clear-cut objectives of being the most viewed, considered, and sought-after brand by potential customers online. The team of ad experts ensures this by building engaging ad campaigns year-round that are displayed to shoppers at various points of their shopping journey, thereby inﬂuencing purchase decisions. Campaigns are designed around product launches like the launch of Fossil’s hybrid watch, global events, and Amazon-speciﬁc events such as the Great Indian sale and the Amazon India Fashion week.
Fossil runs an always-on ad campaign where the team tries out diﬀerent creatives and messages to understand shopper response and optimize eﬀective positioning and market messaging.
“Unless a brand is seen, the likeliness of its products being bought is low. Amazon Display Ads addresses the problem of brand awareness and product discoverability by directing traﬃc to product detail pages, brand pages etc.", says Mr. Mudit.
For Fossil, 1 in every 4 product detail page views is driven by advertising. Not just that, the search volume for keywords such as ‘Fossil watches for men’ and ‘Fossil watches for women’ has grown by 20X this year.
Fossil has been focused on both expanding and penetrating the lifestyle market on Amazon.
“With Amazon’s full-funnel measurement metrics, we were able to determine that 30% of our overall sales on Amazon has been driven by display ads”, says Mr. Mudit.
Additionally, the brand noticed that its customer acquisition rate has grown by 2X this year, thus making its product oﬀerings relevant to a wider base. The rate of acquisition for Fossil is 5% faster than the category itself.