Case Study
Sony maximizes shopping effectiveness for 11/11 and White Friday
Goals
- Increase overall campaign revenue
- Increase return on ad spend across all product categories
- Increase brand consideration
Approach
- Identify peak shopping periods and focus on investments for better reach
- Reengage shoppers who abandon their carts with sales offers to drive more revenue
- Use Amazon DSP to engage customers outside Amazon, adapting to real-time shopping spikes for efficiency
Results
- Revenue grew 33% year over year, surpassing the brand’s goal by 120%
- Amazon DSP campaigns reached a ROAS of 40, marking a 42% increase from the previous year
- The overall campaign surpassed industry benchmarks for ROAS across all their product categories
In the busy Q4 shopping season, Sony, a leader in consumer electronics, collaborated with Amazon Ads to enhance their presence in the Middle East and North Africa. The brand aimed to drive a 15% increase in revenue over the previous year, by combining their product innovation with Amazon Ads. Together, Sony and Amazon Ads, along with media agency UM, crafted a campaign during the shopping periods of 11/11 and White Friday to help increase product sales and also strengthen Sony’s brand awareness.
Using GWI, formerly Global Web Index, Amazon Ads identified key audience segments in the United Arab Emirates (UAE) for Sony based on recent purchasing behaviour. The insights showed that many Amazon shoppers who have purchased a TV online in the past three months are 2.1x more likely to buy soundbars and home audio equipment on Amazon.ae vs. other shopping websites 1. In the last three to six months, 77% of Amazon shoppers in the UAE who bought headphones online were 2.3x more likely to purchase a digital camera on Amazon than elsewhere 2.
These insights provided a better understanding of audience behaviour, enabling Sony to deliver highly tailored advertising messages that resonated with their segments and helped increase the campaign’s reach and impact.
Implementing a strategy from Sony and UM Dubai
First-party Amazon Ads insights showed that mornings and late evenings were peak shopping times, which meant that Sony could reach more customers by reallocating advertising investments. The brand pivoted their ad spend away from the traditional “9-to-5” workday and put it toward early mornings and late evenings so that Sony could reach customers more effectively when and where they were shopping.
In addition, more traffic during high shopping season can also lead to cart abandonments, which is when an online shopper selects products to add into their cart but don’t ultimately purchase the products. To tackle this challenge, Sony’s campaign reengaged shoppers who hadn’t bought anything by showing them November sales promotions and irresistible offers through Responsive e-Commerce ads, encouraging them to make a purchase.
The campaign used sponsored ads to reach audiences on the Amazon store and Amazon DSP to reach audiences beyond, wherever customers are. It also leveraged Responsive e-Commerce ads, which were highly visible and reactive to real-time spikes in shopping activity, increasing the efficiency of the campaign and spend.
Sony leveraged sponsored ads during the campaign to reach more customers.
This multifaceted approach seamlessly integrated tactical advertising, creative content, and strategic audience segmentation to enhance Sony’s brand presence during the busy holiday season, driving sales and strengthening customer engagement.
Analyzing campaign results that surpassed benchmarks
The campaign achieved a 33% year-over-year growth in revenue, surpassing the brand’s goal by 120%. The brand also saw a click-through rate that was 1.5x higher than the industry benchmark in the UAE 3.
Moreover, the campaign surpassed industry benchmarks for ROAS across all their product categories 4:
- TV category achieved 82% higher than benchmark
- Camera category achieved 47% higher than benchmark
- Headphones category achieved 97% higher than benchmark
- Soundbar category achieved 91% higher than benchmark
Finally, the overall campaign achieved a ROAS of 10, which meant that for every dollar Sony spent on advertising they received $10 in revenue 5. Furthermore, the Amazon DSP campaigns reached an exceptional ROAS of 40, marking a 42% increase from the previous year 6.
1-2 GWI, UAE, 2023
3-6 Amazon internal data, UAE, 2023