When Planters created its first Super Bowl TV spot in its over-100-year history, it wanted to find ways to promote the ad beyond TV. Working across its brand and e-commerce teams, it decided to create a full-funnel campaign with Amazon Advertising that reached customers at all stages of the shopping journey. It took an integrated approach: it used streaming video—a short clip from the Super Bowl ad—to drive awareness; it created a shoppable landing page where customers could buy a variety of Planters nuts; and it engaged high-intent customers. For customers further along the decision journey, it ran display ads on Amazon DSP and sponsored ads to reach audiences more likely to engage with Planters.
To learn more about Planters’ holistic campaign—and the results—watch the video below.
"The results surpassed expectations completely. The deal of the day was one of the biggest days of Kraft Heinz sales ever on Amazon."– Laurel Benson, E-commerce Marketing, Kraft