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.
Display ads offer valuable account management services with expertise in creating and optimizing a brand's advertising campaign. Each Maybelline ad led the shopper to a custom-made Maybelline brand page on Amazon.in, which featured AIFW related-content such as Maybelline’s select product portfolio, banners, videos, and links to its social media pages. Amazon Advertising 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 reach out to shoppers across mediums and assisted us with mobile-responsive advertisements. Due to such prowess, we regard the Amazon Advertising 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.