The brand and the Amazon Ads team worked together to go beyond traditional campaigns on Amazon and looked for a new approach to meet the campaign objectives. After considering multiple avenues, the brand identified that there would be two key levers to this launch: reaching relevant audiences, and engaging with those audiences in a meaningful way.
The brand chose to run a simultaneous advertising campaign on multiple slots on Amazon homepage and Amazon Business—an Amazon portal that caters to the needs of over 2 million registered and verified business-to-business customers in India1—to reach these relevant audiences. As HP wanted this product to reach the segments of small and medium size businesses (SMBs), as well as micro, small, and medium enterprises, the audiences available on Amazon Business met the brand’s requirements. Thus, HP ran an awareness campaign leveraging the high-impact advertising slots available on the Amazon Business homepage.
The brand supplemented this effort by running a parallel full-funnel campaign across Amazon through Amazon DSP. Leveraging Amazon audience solutions, the brand reached out to SMBs, as well as customers who had shown an interest in printers and similar categories. The brand also grew the funnel by re-engaging audiences who had interacted with ads on Amazon Business. The messaging emphasized the innovative ink tank technology in laser printing along with a self-reloadable toner, eliminating a dependency on a third party to reload. Through this strategy, HP achieved both upper- and lower-funnel objectives.