How a Beauty Brand Used Online Video to Engage New Shoppers Before Prime Day
Pre-Prime Day, we leveraged Sponsored TV and Video to spotlight their top product and attract new customers.
THE CHALLENGE
Real Techniques wanted to stand out among competitors before Prime Day and engage potential customers.
With Prime Day approaching, the challenge was to break through the noise and capture attention with so many options available to shoppers on Amazon. Competing for engagement, the focus was on reaching new shoppers before the big event.
THE STRATEGY
We developed custom lifestyle, in-market, and new-to-category audiences to reach a broad range of potential customers.
Audience Targeting
We crafted custom audiences to ensure we reached the right shoppers. This included lifestyle, in-market, and new-to-category audiences, allowing us to cast a wide net. By targeting premium beauty shoppers interested in cosmetics and beauty accessories, we ensured the ads were shown to consumers who were most likely to engage with the brand. This approach helped maximize exposure to high-intent customers while also focusing on new-to-brand shoppers.
New-to-Brand Focus
To drive customer acquisition, we concentrated solely on reaching new-to-brand shoppers. Past purchasers were intentionally excluded from the campaign to focus efforts on expanding the customer base. This strategy was designed to introduce the brand’s top product to new audiences, ultimately fostering fresh interest and expanding market reach before Prime Day.
Retargeting Engagement
We implemented a custom retargeting strategy for shoppers who engaged with the video but didn’t convert immediately. Specifically, we built an audience of users who clicked on the video, visited the product detail page (PDP), but did not purchase. This allowed us to re-engage these high-interest shoppers with tailored follow-up ads, creating additional opportunities for conversion and boosting the overall effectiveness of the campaign.
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THE RESULT
Our video strategy led to a 120% surge in Prime Day sales, exceeding all key performance goals.
By using targeted Sponsored TV and Online Video, we captured 9.9 million impressions and achieved a 79% video completion rate. Through a combination of precise audience targeting, a focus on new-to-brand customers, and effective retargeting, we exceeded Prime Day operations forecasts by 120%, with total units sold reaching 113% of the goal.
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