The Challenge
During the critical end-of-year sales season in Singapore, competition for consumer dollars among top ecommerce stores is always fierce. To win their share of wallet, Amazon Singapore wanted to reach shoppers with a campaign focused on boosting awareness of their Black Friday deals.
The Solution
Amazon Singapore partnered with GrabAds, a retail media network that offers rich first party data based on real purchase behavior. Amazon Singapore built ads featuring Black Friday discounts, and showed these ads to segments with a demonstrated interest in key retail categories: Beauty & Fashion, Tech & Electronics, Retail & Shopping, and FMCG.
Amazon Singapore managed to reach out to consumers throughout their in-app journey, including masthead ads that reached potential shoppers when they opened the app, as well as automatic placements that reached users as they explored food options, or waited for rides or deliveries. They also used video ads.
To assess the campaign’s impact on awareness of these deals, the team activated a brand lift study with Kantar.
The Results
This campaign contributed to the overall success of Amazon Singapore’s Black Friday event, making it the biggest sales event till date. In just two weeks, the campaign delivered 13 million impressions with a unique reach of 1.8 million. Amazon Singapore’s video ad captured a view-through rate of 42%.
Kantar’s brand lift analysis showed that ad recall increased by 16%, which is three times better than the average ad recall uplift seen on other digital platforms. Those who clicked on the ad also demonstrated significant uplift in purchase intent and ad recall of 8% and 32% respectively.
