Hasbro Has Huge Play on Prime Video With Play-Doh, Peppa Pig
Hasbro didn’t simply toy with the thought of Prime Video‘s new advert tier.
An early adopter of Prime Video’s ad-supported stock, the toy and leisure firm has seen important success within the first months of 2024, in line with a brand new Amazon Adverts weblog. Via campaigns for Peppa Pig and Play-Doh, the corporate has elevated toy gross sales, branded searches, advert recall and model favorability.
Following Prime Video’s advert tier launch in January, Hasbro rolled out an early marketing campaign for Peppa Pig on the service within the U.Ok. for six weeks from February by means of March, testing out a number of inventive messages to drive increased conversion and efficiency in model raise research analyzing buy intent.
The U.Ok. marketing campaign was activated in opposition to a Prime Video run-of-service package deal, which then layered audiences that includes households with kids within the house and adults between 18 and 34.
Jennifer Burch, senior director of world media at Hasbro, mentioned in an announcement that the corporate’s full-funnel capabilities created an attractive supply.
“Prime Video affords an unbelievable roster of reveals,” Burch mentioned. “From a media standpoint, we need to align our adverts to premium, brand-safe content material, and the additional advantage to using Prime Video is that we’re reaching a certified viewers by means of Amazon first-party knowledge.”
Among the many outcomes, Hasbro reached 7 million distinctive customers throughout the marketing campaign, discovered that 68% of Peppa Pig purchases throughout that interval have been new to model and noticed a 21% year-over-year enhance in branded searches and an 18% year-over-year enhance in gross sales for Peppa Pig toy merchandise on Amazon.
Moreover, a third-party model raise research from Lucid confirmed will increase in advert recall, model consciousness and buy intent in audiences who noticed the adverts, together with a 14% enhance in model favorability amongst audiences 18 by means of 34 with kids within the house.
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Making Doh
The marketing campaign’s success formed the corporate’s Play-Doh advertising and marketing within the U.S., with Hasbro additionally launching a number of creatives and optimizing over time.
“Our aim with Play-Doh was to check if including Prime Video as an upper-funnel tactic on a broader plan would herald new customers into the acquisition journey,” Burch mentioned.
In keeping with the corporate, its Play-Doh adverts reached 7.2 million distinctive buyers—6.7 million of which weren’t reached by show adverts throughout the identical marketing campaign. As well as, 79% of Play-Doh’s complete gross sales attributed to the Prime Video marketing campaign have been from new-to-brand prospects. Play-Doh additionally had a 14% enhance in advert recall and a 4% enhance in model favorability, in line with an Amazon Model Raise research.
Total, the model skilled a 6.4% increased buy fee in prospects who noticed sponsored adverts, show adverts and Prime Video adverts in comparison with prospects who noticed solely sponsored adverts.
Being upfront in regards to the alternative
Forward of this 12 months’s TV upfront negotiations, media patrons informed ADWEEK that Prime Video can be one to look at throughout talks, because the firm flooded the market with stock following its advert tier launch.
ADWEEK realized that patrons have been cut up about Prime Video’s extra conventional Could upfront presentation; nevertheless, one thing that captured all of their consideration was the corporate noting that its advert tier reaches a month-to-month common of 200 million international prospects, with 115 million within the U.S.
To date, the corporate’s ad-supported tiers have launched within the U.S., U.Ok., Germany, Austria, Canada, France, Italy, Spain, Mexico and Australia.
“With our clear room and different main adtech, we may also help all advertisers join consciousness and model targets on to gross sales outcomes and class progress, full-funnel promoting at scale for everybody,” Alan Moss, vice chairman of world advert gross sales for Amazon, mentioned through the firm’s upfront presentation.
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