Case study

CP Plus leveraged Amazon Ads to reach new shoppers and enhance sales during the festive season

Hand holding a CP Plus camera

CP Plus is an established brand in security and surveillance solutions. The brand offers products such as CCTV cameras, Wi-Fi smart cameras, and Wi-Fi routers at affordable rates, with the vision to make safety simple and accessible to all.

With a strong presence in their physical store, CP Plus aims to grow their online presence and increase their sales while driving more relevant customers to their products in the surveillance camera category.

CP Plus and their agency, Grapes Digital, wanted to drive new shoppers to their product pages and generate higher sales in the Amazon store. They used a blend of sponsored ads and display ads to help reach and engage relevant shoppers across their purchase journeys in a full-funnel strategy.

Implementing a 360-degree campaign

CP Plus used Amazon DSP to increase reach for their hero products with an in-market audience for security and surveillance products, and experimented with various creatives like GIFs and storyboard cube ads on the Amazon homepage to increase clicks and product page views.

Furthermore, with the help of category trends from Amazon Pi, a product only available in India, the brand scaled up on high-traffic generic keywords using Sponsored Products and Sponsored Brands campaigns. They also incorporated lifestyle creatives, including a celebrity brand ambassador for Sponsored Brands campaigns, to create higher engagement and appeal to shoppers. Category best sellers used Sponsored Display campaigns to drive shoppers from high-traffic products to their own products. This helped in keeping the customers continuously engaged.

As part of a remarketing opportunity, the brand used static ads served on third-party websites with Amazon DSP to reach out to shoppers who had viewed the brand’s products or a competitor’s products, bringing them back to the CP Plus product detail pages.

Achieving their goals

Using sponsored ads, CP Plus saw an increase of 2.5x in impressions and 3.9x increase in clicks in their campaigns.1 Their sales grew by 5.4x within six months.2 Sponsored Display activations and Sponsored Brands ads played a critical role in building top-of-mind recall for customers. The combined strategy led to a 59% increase in branded searches, and the brand’s share of new customers in the subcategory grew by 136%.3

Voice of the customer

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The Amazon Great Indian Festival sale is a great opportunity for customers to save big on the purchase of gadgets. Customers eagerly wait for the sale throughout the year to upgrade their electronic devices. Under the category, security and surveillance cameras are seeing a significant rise in purchase with people wanting to enhance the security of their homes and offices. We created a 360-degree plan on Amazon for reaching audiences across the full funnel who had an affinity toward home and technology, followed by reaching intent shoppers with sponsored ads.

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— Sanjay Gogia, president, sales and marketing, CP Plus

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In business, the biggest challenge is having a consistent sale throughout the year. Amazon helps in business as usual with its quick conversion and adds to our sales. With collaborative efforts from our team, agency, and the Amazon Ads team, we were able to see month-over-month growth in sales. This has helped us set new and higher benchmarks for the coming year.

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— Soumyo Guin, general manager, e-commerce, digital marketing and modern trade, CP Plus

1-3 Advertiser-provided data, IN, 2022