Case Study
How Sofidel drove a 2.5% lift in offline sales with Prime Video ads and OLV
Goals
- Increase brand awareness, and expand customer base
- Increase offline sales
Approach
- Add Prime Video ads to the media mix, timed after the linear TV flight
- Measure the offline impact of the strategy
Results
- 2.5% lift in offline sales for the Carta Camomilla sub-brand
- 1.6% lift in offline sales for Regina main brand
- 97% video completion rate on Prime Video
- 34% increase in brand searches
As one of the world's leading manufacturers of tissue paper solutions, the Sofidel Group has long been committed to delivering high-quality products that prioritize sustainability and personal well-being. But in today's competitive landscape, simply having a superior product is not enough - brands must also find innovative ways to amplify their message and connect with customers.
That's precisely the challenge Sofidel faced when tasked with increasing brand awareness for their product, Carta Camomilla, and expanding its customer base in Italy. To achieve this, the company turned to an integrated marketing approach that would not only drive online engagement, but also measure the crucial offline impact.
Sofidel incorporated Prime Video ads to extend the reach of their TV campaign
As part of a larger media investment strategy that included TV commercials, Sofidel recognized the need to extend the reach of these efforts beyond linear TV. To achieve this, from April to May 2024, the company strategically incorporated Prime Video ads into its media mix.
The Prime Video ads were structured as 15-second pre-roll and mid-roll placements, timed to run immediately after the TV commercial investments had concluded. This allowed Sofidel to capitalize on the awareness generated by the TV spots and further amplify their brand message to an expanding audience.
How Sofidel measured the offline sales impact
Combining Prime Video ads, with Online Video and Linear TV brought positive results. Sofidel's Prime Video ads campaign delivered a 97% video completion rate (VCR), demonstrating the power of this format to capture and retain viewer attention. Complementing the high-impact Prime Video ads, Sofidel also leveraged a more traditional online video (OLV) strategy through Amazon DSP, which aimed to further expand the campaign's reach. This skippable and clickable OLV format resulted in a 0.12% click-through rate (CTR) and a 62% VCR. Furthermore, the integrated campaign had a significant impact online, driving a 34% increase in brand searches.
But the real game-changer for Sofidel was the ability to measure the offline impact of their campaign. By partnering with Circana, the company was able to gain invaluable insights into the true impact of its integrated media approach. The campaign generated a 2.5% lift in offline sales for Carta Camomilla. The featured product also outperformed all competitors, as well as the total category.
"Our partnership with Amazon Prime Video has significantly expanded our reach among light TV viewers—who typically watch 2 hours or less of TV per day” said Pierre Polonelli, Digital Marketing & Sales Director, Sofidel. “This collaboration has not only increased our audience engagement, but also provided us with valuable insights from Circana. We plan to replicate this approach, which utilizes these insights, in other countries."