Summary
5000+ of our products enjoyed their 10 seconds of fame on the internet's most visited platform In a stroke of genius, we transformed Amazon Prime's 5000+ products into a vibrant spectacle. By unraveling the secrets of user searches, we shot one video per category, then sprinkled AI magic to create an entire treasure of ads without breaking a sweat. But here's the kicker – we didn't just stop there! We swung into action on YouTube
Challenge
Now our challenge was to ensure we reached the customers at the right place, at the right time with just the right hook, & all of it in a way that wouldn't burn a hole in the brand's budget. This is what catalysed the need for this campaign. Our objective was: 1. Create awareness about how Amazon Prime lives by "Sach mein too much" when it comes to the vastness of its inventory. 2. Induce purchases from consumers while nudging them to try the bouquet of benefits of Prime membership.
Objective
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 cost-effective bringing in skyrocketing ROI for the brand. Crafting individual ads for 4 million products sounded like a Herculean task on a tight budget, but we dove into Amazon's data goldmine. Analyzing buying patterns, we unearthed the 5232 most-searched products, redirecting our efforts toward customers eyeing these gems. This smart shift allowed us to efficiently use our budget & catch customers' interests by aligning with their 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.
Strategy
Our vision was simple yet bold - transform Amazon's inventory of 5000+ products into a personalized paradise for customers within a budget of under $250,000. While Amazon Prime usually resorts to high-production DVCs for campaigns, we took a different route of leveraging the trifecta of Artificial Intelligence, data insights, & YouTube Pre Rolls magic. Our secret sauce? We tapped into a goldmine of data showcasing the 5232 most-searched products on Amazon, providing a sneak peek into our customers' interests. With the "WHAT" sorted, the challenge was cracking the "Who? How? & Where." From daily life & data we understood - Indians are hooked on YouTube, dedicating over 4 hours daily to watch leisure content, tutorials, DIY guides, & product reviews. Our genius move? We transformed YouTube pre-rolls into personalized ad windows, spotlighting Amazon products aligned with users' specific search patterns & interests. It's like we read their minds for a super fun shopping spree! Voila! We cracked the who & where. With 3 of 4 puzzle pieces in place How? Remained. To captivate customers without hogging their time, we spoke their language. We set an ambitious goal: create specific videos for all 5232 products. Sounds crazy & expensive, right? Enter jugaadu brilliance & commitment to strategy. We embraced AI to craft 5000+ distinct videos without breaking a sweat or the bank. We squeezed out "Sach mein too much" from AI & our marketing budget For every category, we shot only ONE trusted AI video, customizing it for every other product in that category. In the end, we turned 26 videos into a whopping 5000+ distinct ones. Not just a time saver, but budget-friendly too. Creating these videos cost under INR 14 lacs, with media spending less than INR 50 lacs for over 5000 videos. Now, that's a budget-friendly brand bonanza!
Data
The success of this campaign reinforced 3 things: - Firstly, search volumes & keywords give precise insights into what the audience's current interests are. By aligning the campaign with these high-interest categories, we achieved a level of precision that resonated with the audience's desires, significantly boosting engagement. - Secondly, audiences don't hate all ads, but only the ones that smother them with information that doesn't align with their needs. - Thirdly, marrying human insights with the power of AI creates synergy & drives results that exceed human expectations & comprehension. The results, cost-effectiveness, & forward way of thinking has encouraged the brand to deploy such efforts in the future instead of just shooting singular generic DVCs!
Solution
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.
