VAPE drove awareness, engagement, and sales with a buzzy campaign
In 2020, VAPE, an Italian insect repellent brand, was seeking to build buzz and drive awareness for their products. The brand is in a popular category, and with summer arriving, they wanted to attract new customers, increase consideration, and drive purchase intent—without traditional TV media.
Building buzz with tailored creative
To accomplish their goals, VAPE worked with Amazon Ads to develop a full-funnel campaign to cover each phase of the customer journey. By leveraging Amazon’s audience insights and shopping signals that indicated interest in similar products, VAPE was able to reach in-market audiences and develop personas related to their outdoor products.
For example, with Amazon’s lifestyle segments, the brand could reach sport lovers, ecologists, parents, and outdoor enthusiasts. Amazon’s audience insights also helped VAPE tailor the ad creative to the audience, based on shopping signals. For example, customers who recently purchased a broom would have seen a banner ad that showed a broom swatting away pesky mosquitoes, before introducing the VAPE product.
Amazon’s audience insights helped VAPE tailor the ad creative to audiences based on shopping signals.
By leveraging a multi-channel strategy through the Amazon DSP, VAPE raised brand awareness and increased consideration. To drive purchase intent, VAPE adopted an “always-on” approach, including sponsored ads and remarketing campaigns to help close more sales.