Case Study
Fox4Pets and ameo use Amazon Prime Video ads to build awareness for new pet food brands
Goals
- Increase awareness throughout a successful brand launch
- Reach customers along the entire sales funnel
- Boost new-to-brand customers
Approach
- Optimized SEO, product pages, and the brand’s Store
- Used Amazon Marketing Cloud insights to build audiences
- Used Amazon Prime Video ads to maximize campaign reach
- Remarketed to promising audiences using Amazon DSP and sponsored ads
Results
- 40% of Amazon dog and cat food customers reached
- 1,216% higher new-to-brand purchase rate with Amazon Prime Video ads
- 290% more units sold than with comparable campaigns
- 99% video completion rate
Having a pet as part of the family means paying close attention to its needs—including healthy pet food. Fox4Pets is a trusted name in the German pet food market. They launched their first brand, GranataPet, in 2005 and quickly expanded, thanks to their quality ingredients and sustainable practices. Fox4Pets began selling on Amazon in 2020, which empowered growth across Europe. In 2023, the company faced a new challenge: extending the trusted image of GranataPet to two new pet food brands, DOGGY Dog and KITTY Cat.
To successfully launch the new brands, Fox4Pets wanted to work with an experienced advertising partner who was familiar with product presentation on Amazon and associated marketing measures. The company chose Amazon Advanced partner ameo—which uses cutting-edge technology to offer innovative advertising solutions, customized advice, and detailed analyses—to establish the new brands and increase product visibility on Amazon.
“It was important to us to find a partner who understands us and our products so that we could work together with confidence.”
— Michael Schmid, head of ecommerce, Fox4Pets
Building awareness using video ads
After Fox4Pets listed the new DOGGY Dog and KITTY Cat products on Amazon in the fall of 2023, ameo used the winter season to optimize SEO, build product pages, and strengthen the Store. Then, the partner launched awareness-building advertising campaigns in February 2024. Their objective was to reach as many customers as possible along the entire sales funnel. They built audiences using Amazon Marketing Cloud (AMC) to reach two main groups: longtime customers of the GranataPet brand and new-to-brand (NTB) customers.
Amazon Prime Video ads (PVA) formed the foundation of ameo’s strategy. PVA served to maximize the campaign’s reach in the awareness stage, accelerating NTB customer growth. Specifically, the partner focused on customers within in-market dog and cat food audiences as well as audiences who were pet owners or interested in pet accessories. PVA also helped the partner build a new audience of video ad viewers for remarketing in the consideration stage with Amazon DSP. Additionally, the video ads were supported by always-on sponsored ads campaigns that further increased brand awareness.
During the campaign, ameo used an event tag to collect insights about website views, add-to-cart numbers, checkouts, and purchases to optimize their remarketing campaigns. By identifying and focusing on audiences such as cart abandoners, Fox4Pets guided customers along the sales funnel and turned them into purchasers.
Successfully launching two new brands
After a three-month launch period, Fox4Pets reached approximately 40% of dog and cat food customers on Amazon using PVA.1 As a result, the company’s DOGGY Dog and KITTY Cat brands achieved a 1,216% higher NTB purchase rate than comparable campaigns that didn’t use video ads.2 In fact, the company sold 290% more units with video ad support compared to other campaigns.3
After noting a 99% video completion rate, ameo is confident that PVA can be an effective tool for accelerating new brand launches, building awareness, and reaching NTB audiences.4 Additionally, ameo found that, because the impact of PVA is easily measurable, they can use video ads to derive actions for the future, making brand launches more effective and successful. The partner plans to use PVA as a pillar of marketing mixes for future clients.
Amazon Prime Video ads offer a great way to fill the top of the sales funnel. It can be seen not only as an awareness tool that positively influences the brand search rate—which is important for a brand launch—but also as a tool that can drive sales on a larger scale. Above all, it serves as a useful and promising addition to the overall marketing mix.
— Sönke Hansen, founder and CEO, ameo
1-4 ameo, DE, 2024