Case study
Hisense and Amazon Ads: A winning strategy to engage Spanish fans and drive 510% sales growth
Key learnings
510%
Achieved 510% increase in purchase rates
46%
Generated 46% growth in branded searches
12%
Delivered 12% increase in return on ad spend (ROAS)
Hisense, a global technology brand founded in 1969, now among the world’s leading manufacturers of televisions, home appliances, and air conditioning systems, together with its agency, Labelium, and Amazon Ads, launched a full-funnel campaign during two of Spain’s most impactful cultural moments: UEFA EURO 2024 and the Olympic Games.
Their goal was to engage fans not just as viewers, but as customers ready to act during these high-engagement sporting events that traditionally drive significant interest in home entertainment products. The challenge was to create a campaign that would not only capture attention during these peak moments but also convert that attention into measurable business outcomes.
A full-funnel strategy that connects brand and performance
The campaign's effectiveness emerged from its thoughtful integration of different advertising elements. Rather than treating awareness and conversion as separate goals, Hisense created synergies between them, recognizing that modern purchasing journeys are rarely linear. This integrated approach allowed the brand to maintain presence throughout the customer journey while optimizing for both immediate performance and long-term brand building.
During peak match times and Olympic broadcasts, Hisense activated Prime Video ads and third-party online video ad placements on sports-related websites, aligning the brand with shared moments when home entertainment and TVs were top of mind. This strategic timing ensured maximum relevance and engagement with their audience. To drive consideration, Hisense activated contextual audiences through Amazon DSP, reaching users who were browsing and comparing products in real time through Amazon.es. This approach allowed them to reach potential customers at the right decision-making moments.
The brand then closed the loop with remarketing and Amazon Marketing Cloud (AMC) audiences, enabling deep analysis of performance. This final stage was important to lead interested consumers into customers, using data-driven insights to optimize the campaign.
The role of technology and innovation
After implementing this comprehensive full-funnel approach, detailed analysis revealed significant increases in purchase rates across different combinations of ad formats over various months. María López de Garayo, Head of E-Retail at Labelium Spain, highlights the strategic value of this approach: "With AMC, we discovered that users exposed to video ads formats combined with Amazon DSP and sponsored ads were significantly more likely to make a purchase. This insight helps us strengthen Amazon DSP strategies across all funnel stages for our clients.”
By measuring what truly works, and when, the team was able to make smarter decisions and deliver stronger results, showing that when tech, creativity, and culture come together, results follow.
Campaign impact
Purchase rates increased by 510% compared to previous months without a full-funnel strategy, demonstrating the power of coordinated marketing efforts.1 Branded searches grew by 46%, indicating a significant lift in brand awareness and consideration.2 Additionally, the campaign achieved a 12% improvement in return on ad spend, showcasing how this integrated approach not only drove sales but did so efficiently.3
These results underscore the effectiveness of combining major cultural events with strategic advertising approaches. By aligning brand messaging with relevant customer experiences and maintaining a consistent presence across the purchase funnel, brands can achieve immediate sales impact while building lasting brand value.
Sources
- 1–3 Amazon internal data, ES, Dec 2024.