Categories Name : Marketing Strategy

Sub-Category : Most Effective Search Campaign

Entry Name (Campaign) : Kent RO systems engagement campaign - Amazon Ads

Results

The campaign was a great success across the ad formats used. Through Sponsored Brands video ads, we were able to drive more than 4 Million impressions at a cost per video view of INR 1.1. The 2.4% click through rate delivered through this ad format was 4.6 times the overall category average of 0.52%. Through Sponsored Display ads, we delivered more than 51 Million impressions which was instrumental in driving incremental 4% Share of Voice for Kent in the category. The cost per product detail page view was INR 17 which was significantly better than the category average of INR 25. We were able to drive 184K product detail-page views which was 8% of the total ad-driven product detail page views and 2% of the overall product detail page views for Kent. This shows that we were able to significantly impact consideration as well. The campaign delivered ad attributed sales of INR 17.5 Million at an approximate 6X return on ad spend. The campaign was well received by the customers. Approximately 1 out of every 5 customers had seen the video for at least 5 seconds in the video which was customized to introduce the product in the initial few seconds. Through the first of its kind ad format in search, we were able to educate mid-high intent customers through a video storytelling format that helped in increasing consideration. This was corroborated by a 28% increase in Share of Voice for Kent in the category through this campaign.