How Amazon DSP helped Dettol increase awareness for a new product
Dettol is one of India's leading brands in the home and personal hygiene space. In July 2021, the brand launched a new product in the handwash space called No-Touch Handwash, a sensor-based device that automatically dispenses handwash liquid. Combined with Dettol's germ protection formula and moisturizing formula, the product promises a premium experience in a crowded category. The campaign objectives were to drive awareness and to drive consideration amongst relevant affinity audiences. Dettol and Amazon Ads teams worked together to build a full-funnel campaign through awareness reach customers wherever they spend time, across the Amazon store, plus thousands of apps and websites.
Driving relevant reach customers wherever they spend time
Given the premium positioning of the product, Dettol engaged the following audience cohorts: audiences who had purchased premium items across categories on Amazon.in and audiences who were in-market for home and personal hygiene categories on Amazon.in. These audiences were reached on third-party sites and apps through 15-second video ads and display ads using Amazon DSP. The creatives focused on highlighting the unique selling propositions (USPs) of the product, like being contactless and not causing skin dryness.
Building consideration on Amazon
This campaign focused on driving consideration among custom premium affinity audiences across Technology, Beauty, and Baby categories. Display ads pointed these audiences to the No-Touch product detail page. Different creatives were tested, and the best-performing ad highlighted the ”guest appeal” of this product for guests arriving at your home, which was used during the Diwali festive season.
Delivering optimal results
The reach campaign used video ads wherever they spend time and saw a cost per completed view that was 25% lower than the personal hygiene category Amazon benchmark.
The consideration campaign on Amazon.in helped drive a 3x uplift in detail page views for the product during the Diwali festive season versus the pre-festive period. Supported by the full-funnel activation during the festive period, the Dettol No-Touch Handwash became the best seller under the Handcare sub-category on Amazon.in by the end of October 2021.
"The objective was to create awareness and drive business for our newly launched Dettol No-Touch Handwash And Amazon DSP helped us deliver on those metrics. Amazon DSP’s USP lies in the way it integrates the entire funnel to see the true impact on each of your media metrics—across awareness, consideration, and conversion. Besides, a wonderful team is always there to support you and help you grow your business."
— Siddhant Tewari, Digital Marketing Manager, Dettol
"Amazon Ads full-funnel activation resulted in a strong detail page views pipeline with solid bottom-funnel metrics for No-Touch Handwash. This enabled us to execute a successful product launch on Amazon.”
— Rahul Saran, eCommerce Brand Manager and UX Lead, Dettol
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