Case Study
Mattel leverages video services to increase awareness for new campaign
Products used:
Goals
- Reach more customers
- Build brand awareness of Mattel Creations
- Produce new video assets to support advertising campaigns across Amazon
Approach
- Leveraged Amazon's video editing and production services to build new video assets
- Used first-party and third-party audience insights, as well as Amazon best practices, to optimize creative assets
Results
- Increased ad awareness for Mattel Creations in Germany
Imagine a 1:64 scale model of a luxurious white sedan, complete with honeycomb roofing and a black leather interior, honoring the iconic 1982 Cadillac Seville by Gucci. Picture a Maleficent doll with her signature spiraled horns and striking green makeup, for the “Disney 100 Years of Wonder” celebration. Visualize 112 UNO cards, each decorated with the faces of beloved fandoms such as Harry Potter or Avatar: The Last Airbender.
What do these items have in common? They’re a part of Mattel Creations: a destination for exclusive toys, objects, and games that are inspired by nostalgia and feature popular brands such as Hot Wheels, Disney, and UNO. Mattel partnered with Amazon in pursuit of increasing brand awareness in Germany through video campaigns across Twitch and Amazon DSP , except there was one challenge: Mattel needed new video assets.
No assets? No problem.
Amazon offers a wide variety of video editing and production services varying at different tiers to support advertisers’ needs. At the lowest level of support, Amazon provides minor edits such as video editing or producing compliant and inspiring creative from scratch. This is an added-value video service that revises pre-existing assets so they’re up to spec and include simple and quick executions, like trimming a 17-second ad to 15 seconds or adding end cards to videos.
The next level of support is a redesign for first-time video advertisers. Another added-value service, this geared specifically for new-to-video customers, whose existing assets are edited to become something new. To get started, brands need at least one 60-second video or two 45-second videos in line with Amazon policies to produce an updated asset.
The final tier of service includes premium editing and video production. Edits to content can include music and voiceover revisions, whereas video production is a complete re-edit optimizing pre-existing assets, similar to the first-time redesign above. Our creative services use first-party and third-party audience insights and Amazon best practices to create the best possible ad for production. With only product images and single-product videos, Mattel leveraged Amazon’s premium video services to produce a new 15-second asset that showcased the Creations Range.
Out with the old, in with the new: Increase ad awareness with Amazon’s creative services
The Mattel ad ran in Q4 2023 across Twitch and online video ads telling a new story through intentional graphics of Pokémon, Marvel, Hot Wheels, and more. Featuring bright split screens of beloved brands, the Creations Range shines as if it were always a single seamless production—yielding impressive results.
With those results, it’s clear Mattel won the hearts of customers with their nostalgic toys and creative video marketing.