bronze
Kargo and Rufus - Initiative
Amazon gives parents a one-stop-shop to get their Back to School shopping done conveniently and affordably, giving them a solution to extensive shopping lists and a way to spend less on their kids. Amazon is looking to leverage this time to delight customers and ultimately positively impact recall of Amazon as a top-of-mind destination for BTS. The campaign idea “Spend Less on Your Kids” shows how Amazon can help parents ‘spend less’ on their kids that never stop changing and costing their parents money, whether it is because they change their minds, grow out of clothes, exploring new hobbies, need something different, have a jam-packed schedule of extracurriculars, or just need something new as they head back to school. To accomplish these points, Kargo created an Enhanced Pre-Roll w/ Branded Canvas unit with a Shoppable Carousel. Paired with existing video assets, the Shoppable Carousel offered an interactive functionality that added branding and product information elements on top of the video for playful motion and bonus attention. The unit encouraged the user to engage and created an informative user experience on Amazon's back to school offerings to entice the audience while not distracting from the video content.
Amazon knows that kids change at a rapid pace, and parents get overwhelmed trying to keep up with these constant evolutions and the needs associated with them. How can Amazon demonstrate affordability and true value when it comes to Back to School shopping? With this campaign, Amazon wanted to connect to parents by acknowledging how stressful it can be to spend a lot on things that might not be used after only a few months. With this campaign, their goal was to drive an increase in purchase intent among parents of kids in grades K-12th, as well as lifts on value-related brand attributes in order to keep Amazon top-of-mind as a one stop shop back-to-school destination.
The unit garnered a VCR of 68% that was in-line with benchmarks (benchmark: 60% - 70% VCR), resulting in a cost-effective eCPCV of $0.04 (benchmark: $0.04 - $0.06). The unit also produced a CTR of 0.16% that was over 60% more efficient than the high end of Kargo’s CTR benchmark (benchmark: 0.06% - 0.10%). Upwave Brand Lift Results (Statistically Significant): +5.2pts Consideration Lift, +5.1pts Purchase Intent Lift, +4.9pts “Offers great value for the money” Perception Lift.
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