The U.K. campaign was activated against a Prime Video run-of-service package, which then layered audiences featuring households with children in the home and adults between 18 and 34.

Jennifer Burch, senior director of global media at Hasbro, said in a statement that the company’s full-funnel capabilities created an enticing offer.

“Prime Video offers an incredible roster of shows,” Burch said. “From a media standpoint, we want to align our ads to premium, brand-safe content, and the added benefit to utilizing Prime Video is that we are reaching a qualified audience through Amazon first-party data.”

Among the results, Hasbro reached 7 million unique users across the campaign, found that 68% of Peppa Pig purchases during that period were new to brand and saw a 21% year-over-year increase in branded searches and an 18% year-over-year increase in sales for Peppa Pig toy products on Amazon.

Additionally, a third-party brand lift study from Lucid confirmed increases in ad recall, brand awareness and purchase intent in audiences who saw the ads, including a 14% increase in brand favorability among audiences 18 through 34 with children in the home.

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