How Amazon Ads helped UAE customers discover Finish products with dishwasher sample bundles

How can a brand that offers products for dishwashers, but not the appliance itself, grow when their success relies on consumers purchasing dishwashers? This is the challenge that Finish—the Reckitt brand that offers dishwasher tablets, rinse and shine aids, and dishwasher cleaners—faced in the UAE.

To tackle this, in 2022, Finish worked with Amazon Ads to boost overall dishwasher adoption in the UAE with a campaign that emphasized the benefits of owning a dishwasher. They also focused on driving product sampling for Finish products.

Finish and Amazon Ads collaborated on building a campaign that paired Finish products with specific dishwasher models on Amazon. This tactic is known as virtual cross-category bundles, where complementary products are bundled together in an online store, intended to spark customer interest in Finish products while promoting other dishwashers available on Amazon.ae. This strategy helped Finish broaden their product distribution alongside dishwashers sold on Amazon.ae. These bundles encompassed a diverse range of products from different manufacturers, catering to a variety of consumer preferences and budgets.

The campaign also aimed to effectively engage audiences at every stage of their product discovery journey, which consisted of three phases: awareness, consideration, and purchase. Enter Amazon DSP, a demand-side platform that allows advertisers to programmatically buy ads to reach new and existing audiences wherever they are. The brand utilized Amazon DSP to communicate two crucial messages to their primary audiences in the UAE.

The first message emphasized the multiple benefits of using dishwashers, which included saving energy and water but also significantly reducing time spent on manual dishwashing. Finish shared this message through a dedicated brand Store on Amazon.ae, which showcased the unique selling points of owning a dishwasher. The brand Store featured engaging visuals, informative content, and compelling videos that highlighted the convenience, efficiency, and multiple use cases of dishwashers.

Simultaneously, to enhance the brand Store’s visibility, Finish leveraged the Home Makeover Week event on Amazon.ae, a sales event focused on products related to home improvement. The brand updated their digital creatives on Amazon DSP to reflect the special promotions available during the event. These ads encouraged consumers to visit the Finish brand Store.

The second message focused on customer savings through price discounts and complementary Finish product samples, aiming to encourage product promotion. This helped reach consumers on the conversion stage of their shopping journey.

Finish was able to increase dishwasher adoption in the UAE, and out of the total dishwashers sold during the campaign, 18.3% of them were the virtual cross-category bundles featuring a Finish sample. The outcome highlights the efficacy of the message promoting discounts on dishwashers bundled with complementary Finish samples, helping drive product sampling and elevating brand awareness among consumers.¹

The purchase rate of the virtual cross-category bundles experienced a significant increase of 37.5% when using sponsored ads and Amazon DSP together, growing from 0.16% when using Sponsored Products alone to 0.22% when employing both. This increase in the purchase rate demonstrates the effectiveness of messaging in driving sales and capturing consumer interest.²