Case Study
Witailer helps Signify boost their overall impressions and increase ROAS by 17% using AMC
Goals
- Expand the Philips Hue brand’s reach
- Better understand the effectiveness of upper-funnel ad investments
- Reach a premium audience
- Boost visibility and remarket products to existing customers
Approach
- Used AMC to analyze the current ad strategy and the audiences they were reaching
- Created a third-party Streaming TV campaign using Amazon DSP
- Increased spending on Amazon DSP remarketing tactics by 24%
- Raised the budget for Philips Hue’s search-advertising campaigns by 13% to boost visibility
Results
- 47% increase in clicks and 48% higher click-through rate after increasing spend on remarketing
- 28% more overall impressions and 12% more clicks after raising spend on search campaigns
- 69% increase in new-to-brand purchases
- 17% increase in return on ad spend
Consumer electronics company Signify produces LED and internet-connected lighting products, including the popular Philips Hue line of smart light bulbs. Signify wanted to expand the reach of their Philips Hue brand and better understand the effectiveness of their ad investments. They wanted to be recognized by shoppers and customers as an innovative brand and to reach a premium audience.
In 2022, Signify began working with Witailer, an analytics and advertising company and Amazon Ads partner, to create a strategy that would lead them to these goals. They analyzed ad campaigns using Amazon Marketing Cloud (AMC) to understand how well they were reaching new-to-brand (NTB) customers and adjust their strategies to reach a premium audience.
Gaining insights into ad performance using AMC
Signify was already using both sponsored ads and Amazon DSP, but they didn’t have access to the information they need to measure the effectiveness of their ad spend, particularly in the upper part of the sales funnel. They sought a way to optimize their ads to be more effective.
In 2023, Witailer began using AMC to analyze Signify’s current ad strategy and the audiences they were reaching. The partner did an incremental reach analysis of always-on Amazon DSP campaigns and third-party Streaming TV campaigns. They found that Streaming TV ads had a 99.7% incremental reach compared with Amazon DSP ads for Philips Hue products that were active in the same period. So, Witailer created a third-party Streaming TV campaign to gain additional insights on audience participation.
Boosting visibility and nurturing existing customers
Using AMC, Witailer was able to understand the potential audiences—such as premium audiences within the lighting category—that Signify’s Streaming TV ads were reaching. They included these specific audiences in their Amazon DSP always-on campaigns, continuing to nurture and reengage those potential customers. This strategy guided them further down the sales funnel.
Witailer increased spending on Amazon DSP remarketing tactics by 24%. The partner also increased the budget for Philips Hue’s search-advertising campaigns by 13% to boost visibility and attract users who searched for the brand’s products on Amazon after being exposed to the Streaming TV campaign.
It’s important to rely on an experienced partner and work synergistically on the brand, using the expertise of both to achieve good results in performance.
— Giulia Marsia Godino, e-trade and digital marketing specialist, Signify
Increasing impressions and click-through rate
By increasing their spend on remarketing, Signify increased clicks by 47% and click-through rate by 48%.1 They also grew the overall impressions by 28% and clicks by 12% after raising their spend on search campaigns.2
Meanwhile, the brand increased NTB purchases by 69% year over year and the percentage of NTB purchases by 14%.3 Overall, Signify’s return on ad spend increased by 17%.4
We will recommend Streaming TV campaigns for brands that want to grow their client base and see a measurable outcome. We’ve also expanded the scope of AMC analysis and audiences for Signify and other clients to support more upper-funnel activations.
— Beatrice Monza, head of retail media, Witailer
Optimizing budget planning and fostering brand awareness
Signify has unlocked new opportunities with the insights from AMC, and they will use them to inform strategic choices, including budget planning and campaign optimization, while continuing to foster brand awareness. They’re planning more upper-funnel activations to measure with AMC. In addition, they’re beginning to incorporate first-party data in AMC and use Amazon Shopping Insights, which advertisers can use to analyze ad-attributed and nonattributed conversions.
AMC proved to be an essential tool to measure the success of this campaign and to showcase how Amazon DSP can be deployed to increase brand awareness. Signify finally has measurable results to confirm that their strategy to gain new high-value potential customers was correct.
— Jana Nurmukhanova, founder and chief operating officer, Witailer
1–4 Witailer, US, 2023