DYMO® increases preference and sales with Amazon Advertising

DYMO®, a worldwide manufacturer of products for office, warehouse, worksite, home and even the classroom, looked to Amazon Advertising to help them reach office and home organizers to increase preference for and sales of the LabelWriter ®450 Turbo.

The Amazon media solution

Using multiple targeting techniques and platforms, the campaign effectively educated office organizers on the productivity and efficiency benefits of the LabelWriter® 450 Turbo. To find business and home organizers, DYMO® utilized Amazon audience segments to reach people in-market for similar products, and demographic targeting to find people likely to need these solutions. To drive consideration, preference and purchase, ads were placed on Amazon’s desktop and mobile pages.

The Fire tablet Wake Screen and Special Offers section drove efficient product detail page views and consideration. The Amazon DSP extended the DYMO® creative and targeting to additional brand safe sites. Last, to understand the impact on brand preference, a third party partner surveyed both ad exposed and control group customers.

DYMO® is fast-becoming the worldwide leader in providing innovative solutions that help people accomplish their tasks more easily and look good doing it. DYMO® offers a complete range of products for the office, warehouse, work site, home and even the classroom. From simple embossers, manual label makers and desktop products to industrial portables, computer-connected products, and cutting-edge software and online service, DYMO® is here to simplify your tasks while helping you look more professional.

  1. DYMO® 450 Turbo End of Campaign Report, Amazon Internal Data, June 2015
  2. Among the following labeling solutions, which one do you prefer most, Nielsen Vizu Study Q2 2015
  3. Nielsen category norms/benchmark
  4. Amazon.com search rank for label printers, September 2015
Highlights
  • The campaign delivered $2.751 ROAS (return on ad spend) for the DYMO® brand family (brand halo).
  • The Fire tablet had the highest detail page view rate (DPVR) at $2.58%1 and a cost of $0.681 per product detail page view.
  • The Amazon DSP delivered a $2.021 ROI for the featured product.
  • Amazon shoppers exposed to the campaign were 53.1%2 more likely to prefer DYMO® label makers.
  • The lift in brand preference exceeded third party benchmarks by 450%+3.
  • Continued promotion of the DYMO® LabelWriter 4XL helps it maintain a top 104 ranking.