IRIS USA, Inc., a manufacturer of pet products and home organization solutions, sought advertising tactics to raise awareness and consideration of the Iris Pet Play Pen during the holiday season. The campaign timing created an opportunity to capitalize on the increased Amazon.com traffic and the preparatory mindset of pet owners and gift givers during the holidays. Amazon Advertising brought IRIS impactful and wide reaching advertising solutions to reinforce the Iris Pet Play Pen as an ideal holiday gift for both pets and pet lovers.
To achieve this combination of efficient scale and consumer impact, Amazon Advertising targeted customers that were in-market to buy dog supplies across the Amazon DSP and Fire tablets. The Amazon DSP creative featured customer reviews for the Iris Pet Play Pen reinforcing that it was a must purchase for pets during the holiday season. The impactful Fire tablet Wake Screen creative acted as an awareness and traffic driver due to its highly visible full screen presence. With this combination of tactics Amazon Advertising helped IRIS meet its goals of increased consumer awareness and consideration.
Source: IRIS USA End of Campaign Report, January 2015