- Hasbro was capable of grow affinity and attract new buyers to its Peppa Pig and Play-Doh products through ads on Amazon Prime Video, based on a case study published by the e-commerce giant.
- The toy and entertainment marketer was an early adopter of Prime Video ads, which began rolling out earlier this yr, running campaigns aimed toward parents for Peppa Pig and Play-Doh in the U.K. and U.S., respectively. Creative on the streaming service was tied to searches and purchases on Amazon’s e-commerce marketplace.
- Hasbro saw a 21% lift in branded searches and an 18% increase in sales for Peppa Pig while Play-Doh received a 14% bump in ad recall and 4% boost to brand favorability. In each cases, the brands were able to interact a big set of entirely new customers.
Case studies like Hasbro’s are invaluable to Amazon because it pitches brands on allocating more resources to Prime Video. Introducing commercials to the streaming service is a key piece of Amazon’s goal of realizing a full-funnel promoting platform, where brand-building and awareness-led tactics like TV campaigns might be linked closely to online sales, lessening the necessity to spend on other channels. Amazon’s troves of first-party shopper data, or retail media data, are positioned as adding an extra layer of precision to those campaigns.
Amazon’s booming ad segment still derives the lion’s share of its revenue from formats like sponsored product ads that surface as people browse around the corporate’s expansive e-commerce marketplace. But the rollout of commercials to Prime Video in January — a change that has stirred consternation amongst users accustomed to an ad-free experience — showed Amazon placing a much bigger bet on upper-funnel marketing capabilities. Hasbro’s early adoption of Prime Video ads indicate that brands are finding success making fuller use of Amazon’s tool set.
A Peppa Pig campaign in the U.K. that ran from February to March tested three different creative messages to gauge which might result in higher conversions, counting on Amazon’s first-party data to focus on households with young parents through a range of brand-safe programming. The effort reached 7 million unique viewers and over two-thirds (68%) of purchases for Peppa Pig in the six-week campaign window were from shoppers new to the brand.
Third-party evaluation from Lucid verified improvements in Peppa Pig’s ad recall, brand awareness, purchase intent and brand favorability. Hasbro executives also praised how Amazon’s low promoting volume — the corporate has promised a lighter ad load than rival streamers — helped create a “relatively uncluttered space.”
“Prime Video drove largely unduplicated reach and brought new consumers into the acquisition journey allowing our lower-funnel efforts to be more efficient,” said Jennifer Burch, senior director of global media at Hasbro, in a press release attached to the case study.
Positive results for Peppa Pig encouraged Hasbro to port its strategy over to the U.S. for Play-Doh. The children’s modeling putty engaged 7.2 million unique shoppers via Prime Video, a majority of whom weren’t reached by display advertisements that appeared as part of the identical campaign. Seventy-nine percent of Play-Doh sales attributed to the Prime Video push were from new customers. Consumers who saw a mix of video, display and sponsored ads demonstrated a 6.4% higher purchase rate than those only exposed to sponsored placements.
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