Pampers® looked to reinforce itself as the go-to baby care brand among Canadian parents.
Amazon media solution
Amazon Media Group helped drive consideration and loyalty with a custom Mother’s Day sponsorship on Amazon.ca. The sponsorship focused on customers who were in-market for diapers and related items as they browsed Amazon.ca and across the web through the Amazon Advertising Platform (AAP).
Media drove to a Multi-Product Showcase landing page featuring Pampers® products along with relevant Procter & Gamble products. Landing page creative was refreshed during the campaign to incorporate new Mother’s Day themed content as it was released.
Campaign success metrics
The Pampers® sponsorship delivered brand impact during the campaign and after with lasting positive effects.
Sources: Amazon Internal Data, May 2016
1) Detail page view rate (DPVR) refers to the total number of promoted product Amazon Detail page views, divided by number of ad impressions; presented as a rate. Measure compares the Pampers DVPR from the End of Campaign Report v. disposable diapers subcategory DVPR benchmark, all placements, CA, Q1 2016.
2) Detail page view rank is based on the aggregate rank of the brand’s items (by Amazon Standard Identification Numbers) v. the aggregate rank of brands in the subcategory. Increase calculated for the average daily detail page view rank within the disposable diapers subcategory during the campaign v. the 30 days prior to campaign launch.
3) Lift in daily average attributed glance views – 28 days prior to campaign launch v. 28 days after campaign end.
4) Lift in daily average detail page click-through rate – 28 days prior to campaign launch v. 28 days after campaign end.