For the most wonderful time of the year, Amazon pulled out all the stops. Working with ad tech company Infillion, they built an all-in-one Holiday gift shopping guide/hub/ad experience to drive shoppers to Amazon’s site for all of their holiday shopping needs. And that’s not all: while the bones of this campaign stayed the same, the messaging and shopping categories included in the ad experience changed five times throughout the campaign to align with the particular deal days and milestones of the holiday shopping season (e.g. Black Friday, Cyber Monday). The elves at the North Pole weren’t the only ones putting in the work this year!
All of that thoughtful planning paid off: the campaign drove lift throughout the entire consumer funnel, from awareness down to intent. In fact, this engagement increased the brand’s KPI of preference by 6% despite high control baselines. Users also spent an average of 51 seconds with the unit, 99% VCR, and a QR code scan rate of 4.7%, far above the benchmark of 0.1%!
