Case Study
Indian skin care brand Dot & Key uses Amazon miniTV to glow with Gen Z adults and millennials
Products used:
Amazon MX Player (erstwhile miniTV)
Goals
- Reach a relevant audience comprising adult Gen Z and millennial women
- Increase brand awareness
- Improve brand recall
Approach
- Served as the sponsor of two miniTV shows
- Integrated the brand into contextually relevant show content
- Utilized in-stream video advertising
Results
- Saw lifts in brand awareness (2.8%) and brand favorability (2%)
- Increased brand recall by 65%
- Achieved increase in brand consideration (4.2%) and purchase intent (0.7%)
- Saw a 100% increase in share of detail page views in the moisturizer and sunscreen categories
A peek into how Dot & Key reached relevant audiences
Founded in 2018, Dot & Key is a young brand that provides skincare solutions through products such as sunscreen, moisturizer, face serums, face wash, lip balms, with a focus on serving Gen Z adults and millennial women located in Metro and Tier 1 cities in India. Their digital strategy aims to strike the right balance between organic content marketing and advertising to build salience for the brand.
Amazon miniTV: A fresh focus
When Dot & Key wanted to reach their core audience through video streaming channels, they decided to leverage Amazon MX Player (erstwhile miniTV), a video ad solution that operates in India, offering a wide range of commissioned content across diverse genres relevant to young adults. Specifically, Dot & Key recognized that using Amazon miniTV could help them build relevant reach, as 2 in every 3 miniTV streamers on miniTV shop for personal care or beauty products,1 and approximately 80% of miniTV users are between ages 18 and 34. 2
Campaign innovation beyond the surface
Dot & Key and Amazon Ads worked together to devise a 360-degree marketing plan comprising show sponsorships, brand integrations, and in-stream video advertising. From July 2023 to February 2024, Dot & Key promoted their sunscreen and moisturizer product ranges through top miniTV shows across different genres, including romance and relationships, drama, and comedy, while also serving as sponsors for the shows Badi Heroine Banti Hai and Jamnapaar. The brand gained further visibility by sponsoring online and offline promotions for the shows, as well as by using contextual content integrations within episodes. Dot & Key also employed co-branded social media promotions and brand videos along with display ads on the Amazon.in homepage and in-stream video ads in miniTV shows to help drive reach and engagement.
Radiant results and improved metrics
Over the course of eight months, the campaign delivered more than 84 million video ad impressions across miniTV shows,3 with average click-through rates of 1.8%4 and video completion rates of 95%.5 As per a third party brand lift study, the brand also saw a positive uplift across mind measures, such as brand awareness (2.8%), brand favorability (2%), brand consideration (4.2%), and purchase intent (0.7%).6 In addition, brand recall (as measured by the number of branded searches on Amazon.in) grew by 65%,7 and the brand’s share of detail page views in the moisturizer and sunscreen categories saw a jump of 100% on Amazon.in.8
As an emerging brand, we face challenges in reaching relevant audiences and rely on video as an important channel for us in building consideration. Working with Amazon Ads has helped us reach relevant young adult audiences through commissioned and differentiated content on miniTV shows, across a variety of touchpoints—with a measurable impact on both mind measures and mid-funnel metrics.
— Suyash Saraf, Co-founder - Dot & Key
1,2,3,4,5,7,8 Amazon internal data, IN, Jun 2023–Mar 2024
6 Lucid brand lift study, Nov 2023
In September 2024, Amazon acquired certain assets of MX Player, including the MX Player app, a leading free streaming OTT service in India. With this acquisition, Amazon is merging two of India’s most popular free AVOD (ad-supported video on demand) services—MX Player and Amazon miniTV into one service—Amazon MX Player.