Olay fuels sales growth and brand lift among Amazon customers

At Amazon, we’ve suspected for some time that campaigns on our site not only drive on-Amazon sales, but offline sales and brand benefits for our advertisers, as well. Procter and Gamble worked with Amazon to test the impact of an Amazon Advertising campaign on offline sales and key brand metrics in addition to sales on Amazon.

Amazon audience segments outperform demographic segments

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

The Amazon media solution

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 skin care 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.

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

Highlights

$1.6 million incremental offline sales
10% lift compared with pre-campaign benchmarks