Prime Video Ads: Boost Purchase Rates by 5x Through Cultural Relevance

Three-Line Summary 1. Prime Video ads that connect with cultural phenomena achieved high reach and engagement among Gen Z targets. 2. Content sponsorships delivered a 5x higher purchase rate compared to standard display ads, contributing to new customer acquisition and an increase in Average Order Value (AOV). 3. Amazon Marketing Cloud (AMC) enables in-depth analysis of the multifaceted performance of these campaigns.

Dive Deeper Global skincare brand Cetaphil partnered with Amazon Ads to boost brand awareness among Gen Z female customers and promote its new 'Gentle SA' product. They launched an ad campaign tied to the third season of Prime Video's hit series, "The Summer I Turned Pretty (TSITP)." This campaign was designed to go beyond simple ad exposure, naturally integrating with the show's themes of 'summer culture' and 'self-care.' Orchestrated by Amazon Ads' Brand Innovation Lab, this sponsorship boosted viewer engagement across multiple touchpoints, including pre- and post-episode video ads, Fire TV rotators, Amazon homepage takeovers, and co-branded Brand Store pages. It reached 8.5 million unique viewers and delivered 2.7 times more impressions than initially projected.

Amazon Marketing Cloud (AMC) analysis revealed that this Prime Video sponsorship campaign achieved a 5x higher purchase rate compared to standard display campaigns. This demonstrates that by engaging with cultural moments consumers are passionate about, brands can forge deeper connections that go beyond mere advertising. Furthermore, the campaign positively impacted not only conversion rates but also Customer Lifetime Value (CLTV), with a 45% increase in Average Order Value (AOV) for participating customers and a 14% increase in new-to-brand sales. Brand awareness also rose by 3 basis points (bp), demonstrating its long-term brand-building value.

Practical Tips for Korean Sellers Korean sellers on Amazon can draw inspiration from the Cetaphil case study to develop strategies for brand growth.

1. Find Cultural Relevance: Think about how your product can connect with your target customers' lifestyles, hobbies, or cultural trends. Look for opportunities to position your product in relation to specific seasons, holidays, or popular content (movies, dramas, games, etc.). 2. Actively Utilize Video Ads: Even if large-scale campaigns like Prime Video sponsorships are out of reach, you can still run visually appealing ads using Sponsored Brands Video or Sponsored Display Video. It's crucial to create video content that showcases your product in context or tells a story that resonates with your target audience. Path: Amazon Seller Central Advertising Campaign Manager Create new campaign Select Sponsored Brands or Sponsored Display, then choose the 'Video' format. 3. Optimize Brand Store and Landing Pages: Enhance the customer experience by designing your Brand Store page with a theme linked to your campaign. It's crucial to provide an immersive landing page that naturally guides customers who arrive via ads to explore and purchase your products. Path: Seller Central Brands Stores Manage Stores. 4. In-depth Ad Performance Analysis: While Amazon Marketing Cloud (AMC) is an advanced analytics tool for large advertisers, even regular sellers should consistently track and analyze key metrics like purchase rate, new-to-brand sales, and Average Order Value through the Campaign Manager's reporting features. Compare the performance of various ad types to optimize your budget and uncover effective strategies. Path: Seller Central Advertising Campaign Manager Reports.

Important Considerations 💡 Prime Video sponsorships are premium solutions managed through Amazon Ads' 'Brand Innovation Lab,' generally suitable for large brands and may involve significant minimum ad spend requirements. While Korean sellers with substantial budgets can inquire with their Amazon Ads representative about possibilities, for most sellers, it's more realistic to aim for similar effects by utilizing existing video ad products like Sponsored Brands Video or Sponsored Display Video. The key is high-quality video content and cultural relevance that resonates with your target audience.

📰 Source: https://advertising.amazon.com/library/case-studies/cetaphil-prime-video-ads-campaign