Kingston Technology

Kingston leveraged Amazon Advertising for product promotional offers during the T20 World Cup 2016.

In March 2016, Kingston Technology, the world’s largest independent manufacturer of memory products, launched its Amazon Advertising campaign to drive visibility and sales of 8 of their products on Amazon.in. They chose to run these promotional advertisements during the widely popular cricket tournament, the 2016 ICC T20 World Cup, and leveraged various targeting methods to reach out to relevant shoppers on Amazon.in.

Increased brand reach to relevant shoppers

Kingston Technology reached out to their desired audience using two targeting options. They focused on users who are interested in electronics such as computers, mobile phones, and camera accessories. They also carefully selected a group of relevant keywords that helped reach out to their desired audience. Their ads appeared in highly visible locations, and they paid only when the ad was clicked, directing shoppers to a specific product detail page.

Evaluation of campaign performance

All brands using the advertising console have access to useful campaign performance data. Kingston Technology could see real-time campaign performance metrics, such as the number of impressions, attributed sales, spends, and clicks, that helped analyze the effectiveness of the campaign.

"We are happy to see Amazon Advertising now being available in India. It has been a good value add for us to gain complete control on our ongoing campaigns. Amazon lets us analyze live campaign performance, modify the targeting, and make immediate decisions," said Vishal Parekh, Marketing Director, Kingston Technology - India.

Highlights

With Amazon Advertising, more customers viewed, researched, considered and purchased Kingston.

  • The ad campaign had a return on investment (ROI) of 18x
  • The ads were viewed by over 3.5 million shoppers
  • The ads campaigns were set up in just 5 minutes.
What they said

“[Sponsored ads] has been a superb tool for us to be at the top of Amazon’s search results and in increasing our brand’s visibility. Getting shoppers' attention is now easily measurable.”

Vishal Parekh, Marketing Director, Kingston Technology - India