Summary
We transformed Amazon Prime's 5000+ products into a vibrant spectacle. By unraveling the secrets of user searches, we shot one video per category. Through AI, we created an entire treasury of ads. We didn't just stop there! We swung into action on YouTube Pre-rolls, strategically placing our videos based on products Indians love. This wasn't just a campaign, but a shopping fiesta where data dances, AI wows, & Amazon Prime steals the show!
Challenge
Amazon Prime offers a bundle of perks under one membership, including free one-day delivery on over 4 million products, blockbuster entertainment, ad-free music, gaming, e-books, great offers & deals & much more - an unrivalled service in India's ecommerce industry. Data revealed that many potential customers hesitated to dive into Prime, even with a 30-day trial, despite loving Amazon's vast product selection. Amazon Prime's "Sach mein Too much" campaign was a drive to overcome this hurdle. Our challenge was to showcase the versatility of Amazon's offerings, but we had to do it in a way that would be hard to miss by the audience. This is what catalyzed the need for this campaign. To bring it to life we had to ensure we spoke to our audience at the right place, at the right time with just the right hook!
Objective
Our objective was: - Create awareness about how Amazon Prime lives by "Sach mein too much" when it comes to the vastness of its inventory. - Induce purchases from consumers while nudging them to try the bouquet of benefits of Prime membership.
Strategy
With our objective clear, our vision was simple yet audacious - to transform the overwhelming Amazon inventory of 5000+ products into personalized paradise for Indian customers. We leveraged the trifecta of Artificial intelligence, data insights, & YouTube Pre Rolls magic. How? Recognizing YouTube comm&s the lion's share of India's online video consumption, with a staggering 88% of time spent on the platform, we seized a strategic opportunity. Indians, on average, dedicate over 4 hours per day (29.2 hours per week) to YouTube, making it a virtual haven for diverse content consumption. Our "aha moment" crystallized when we realized YouTube's multifaceted role, not just as a source of leisure but as a repository for tutorials, DIY guides, product reviews, & how-to videos—a guidebook for daily pursuits. Hence, we turned YouTube pre-rolls into unique ad windows showcasing different products available on Amazon. Moreover, each ad was dynamically displayed in relevance to a user's search, ensuring a personalized & engaging experience. & NOW the rather daunting challenge of creating 5,000+ distinct ads. Did we create each one of them? Yes & no! We made a key decision & turned to wizardy of Artificial Intelligence. The magic began when we spent just one day on shooting, shot one video per category, & let AI magic takeover. By entrusting AI to seamlessly replace keywords in the shoot video, we transformed a sprout 26 videos into a thriving tree of 5000+ unique ads. The value of deploying AI extended beyond time efficiency; it significantly reduced the cost of video creation to under INR 14 lacs, with media spends totaling less than INR 50 lacs for the expansive catalog of 5000+ videos. In essence, the incorporation of AI not only streamlined the production process but also added tangible value to our campaign
Data
Amazon Prime boasts a bundle of perks under one membership, including free one-day delivery on over 4 million products. The challenge? Data revealed that many potential customers hesitated to dive into Prime, even with a 30-day trial, despite loving Amazon's vast product selection. Amazon Prime's "Sach mein Too much" campaign was a drive to overcome this hurdle. Hence, a solution was needed to reach these potential customers & nudge them in a way that wasn't salesy instead invoked a sense of familiarity. However, the challenge was to communicate this vastness of variety under the Prime umbrella in a way that would most resonate with the audiences. Crafting individual ads for 4 million products seemed like shooting an arrow in the dark. So, we dove into Amazon's data goldmine. Analyzing buying patterns, we unearthed the 5232 most-searched products, giving us precise insights into consumers' interests & desires. By marrying these keywords with the past YouTube searches done by Indians on the platform we were able to park ads right next to the interest alley of those individuals; courtesy of contextual pre-rolls.
Solution
Our creative solution was like crafting magic by blending science with art, seamlessly marrying data with the creativity of AI. To transform Amazon's overwhelming inventory into a personalized paradise within a modest budget, we tapped into a goldmine of data, revealing the 5232 most-searched products on Amazon. The creative magic came into play when we set an ambitious goal of creating specific videos for all 5232 products. This could have been a daunting and expensive task, but our resourcefulness and commitment to strategy shone through. We embraced AI to craft over 5000 distinct videos without breaking the bank. For each category, we shot only one trusted AI video, customizing it for every other product, turning 26 videos into a whopping 5000+ distinct ones. This not only saved time but also proved to be budget-friendly. Creating these videos cost under INR 14 lacs, with media spending less than INR 50 lacs for over 5000 videos. In essence, our creative approach was about infusing life into data through the magic of AI, delivering a personalized and engaging shopping experience that resonated with the hearts and minds of our audience. It was about turning the overwhelming into the delightful, making each customer feel understood and valued in the vast world of Amazon.
Results
The campaign was any marketer's holy grail: achieving over-the-top results while deploying lesser budgets. Cost Per Click - 55% less than anticipated planned indicating effective & optimised utilisation of budgets View Through Rate - The campaign delivered an impressive VTR of 81%, 70% higher than average results on YouTube, indicating a higher level of engagement among the target audience. Click Through Rate - The campaign garnered an CTR of 0.66% 120% higher than planned CTR, showcasing the campaign's ability to drive traffic & capture viewers' interest effectively. Click Sessions - 15% more compared to different set of YT ads that were run by the brand for the same campaign indicating contextualised ads lead users to path.
