Making Doh
The campaign’s success shaped the company’s Play-Doh marketing in the U.S., with Hasbro also launching multiple creatives and optimizing over time.
“Our goal with Play-Doh was to test if adding Prime Video as an upper-funnel tactic on a broader plan would bring in new consumers into the purchase journey,” Burch said.
According to the company, its Play-Doh ads reached 7.2 million unique shoppers—6.7 million of which were not reached by display ads during the same campaign. In addition, 79% of Play-Doh’s total sales attributed to the Prime Video campaign were from new-to-brand customers. Play-Doh also had a 14% increase in ad recall and a 4% increase in brand favorability, according to an Amazon Brand Lift study.
Overall, the brand experienced a 6.4% higher purchase rate in customers who saw sponsored ads, display ads and Prime Video ads compared to customers who saw only sponsored ads.
Being upfront about the opportunity
Ahead of this year’s TV upfront negotiations, media buyers told ADWEEK that Prime Video would be one to watch during talks, since the company flooded the market with inventory following its ad tier launch.
ADWEEK learned that buyers were split about Prime Video’s more traditional May upfront presentation; however, something that captured all of their attention was the company noting that its ad tier reaches a monthly average of 200 million global customers, with 115 million in the U.S.
Thus far, the company’s ad-supported tiers have launched in the U.S., U.K., Germany, Austria, Canada, France, Italy, Spain, Mexico and Australia.
“With our clean room and other leading adtech, we can help all advertisers connect awareness and brand objectives directly to sales outcomes and category growth, full-funnel advertising at scale for everyone,” Alan Moss, vice president of global ad sales for Amazon, said during the company’s upfront presentation.
