Hellmann's Skyrockets Conversions by 96% with Fire TV!

In a Nutshell Hellmann's boosted its Big Game campaign's conversion rate by 96% and significantly acquired new-to-brand customers through an AI-powered interactive karaoke ad on Amazon Fire TV.

What Happened Mayonnaise brand Hellmann's wanted its 'Big Game' ad to be more than just a weekend memory. They aimed for a longer-lasting customer interaction that would drive purchases. To achieve this, they partnered with the Amazon Ads Brand Innovation Lab to launch an innovative campaign called 'Mayo for a Melody.' This campaign offered an AI-powered interactive karaoke experience on Fire TV, providing customers with a 15% discount when they sang along to Hellmann's ad jingles.

The campaign directly guided customers to the karaoke experience through Fire TV Feature Rotator and Screensaver ads. Additionally, Amazon DSP was leveraged to drive traffic to a customized landing page across various channels, including Display, Streaming TV, Online Video (including Prime Video), Audio, and Alexa Home Screen integrations. As a result, conversions increased by 96% when customers were exposed to multiple ad formats compared to a single format. For customers reached through three or more touchpoints, the conversion rate soared by 5.2x. The New-to-Brand customer ratio grew by 10 percentage points, and Hellmann's sales in February 2026 saw an impressive 26.2% year-over-year growth, demonstrating remarkable achievements.

Implications for Amazon Sellers The Hellmann's case study demonstrates how Amazon sellers can maximize ad effectiveness by driving customer engagement and utilizing multiple touchpoints.

1. Utilize Interactive Content: While an AI-powered, large-scale karaoke campaign like Hellmann's might be challenging, it's crucial to add elements to your ads that encourage customers to 'participate' rather than just passively view. Action: Boost brand and product immersion by adding product usage tip quizzes or surveys to your A+ Content, or by enhancing storytelling in Sponsored Brands Video to resonate with customers.

2. Build Multi-Touchpoint Campaigns: Rather than relying on a single ad format, combining various ad formats to expose your brand at different stages of the customer journey can dramatically increase conversion rates. Action: Design your campaigns by organically connecting various Amazon Ads solutions. For example, use Sponsored Products for top-of-search visibility, Sponsored Brands to boost brand awareness, and Sponsored Display for retargeting and reaching potential customers.

3. Strengthen Brand Storytelling: Transform your ads from mere information delivery into experiences that customers can enjoy and share, fostering a stronger bond with your brand. Action: Use your Brand Store to richly convey your brand's values and product stories, and leverage Video Ads to visually maximize product appeal. It's crucial to identify and apply elements that make customers want to talk about your brand.

Important Considerations 💡 This case study features a custom solution from the Amazon Ads Brand Innovation Lab, which may not be directly accessible to general sellers. Fire TV ads and Streaming TV ads are currently primarily utilized in specific regions like the United States. While Amazon DSP is available worldwide, certain features, such as Alexa Home Screen integration, may be regionally restricted.

Next Steps - Review your current Amazon Ads campaigns for multi-touchpoint utilization and interactive elements. - Explore ways to drive customer engagement using various Amazon Ads features, such as A+ Content and Sponsored Brands Video.

📰 Source: https://advertising.amazon.com/library/case-studies/hellmanns-mayo-for-a-melody