Case Study
Interactive audio ads powered by generative AI drive new customer consideration for Blueair
Product(s) used
Goals
- Drive consideration of Blueair’s most advanced air purifier, the Blue Pure 211i Max model
Approach
- Leveraged interactive audio ads on Alexa to increase awareness amongst connected home audiences
- Used Amazon Ads’ new generative AI solution, Audio generator, to produce the ad quickly
Results
- 45.3% new-to-brand detail page views
- 94% higher add-to-cart rate than the 2024 Blueair average add-to cart rate
- 36% more efficient cost per add-to-cart than the 2024 Blueair average
- 3x above interactive audio ad voice interaction rate benchmark
In a market rich with air purifier options, Blueair faced the challenge of distinguishing their Blue Pure 211i Max model. The brand needed to effectively communicate its superior cleaning capacity and quieter operation compared to traditional systems. To tackle this challenge, Blueair partnered with performance marketing agency Tinuiti and participated in a groundbreaking beta test for generative AI in interactive audio ads. By harnessing the power of generative AI and interactive audio ads, the company was able to capture audience attention and drive significant customer engagement.
A voice-first strategy: leveraging Alexa's interactive audio ads
Blueair opted for interactive audio ads on Alexa, a strategic choice that allowed them to connect with smart home users—a prime demographic for their advanced air purifier. This approach engaged listeners in their home environment, where they were likely to be more attentive to household product advertisements. The ads incorporated a straightforward yet effective call-to-action: "Alexa, add-to-cart." This voice-activated feature streamlined the customer journey, enabling a seamless transition from initial awareness to active purchase consideration. By leveraging Alexa's interactive capabilities, Blueair created a user-friendly experience that aligned perfectly with their product's high-tech positioning.
Crafting quick and effective audio ads
In a move that exemplifies the cutting-edge of marketing technology, Blueair participated in a beta test for Amazon Ads innovative AI solution, Audio generator. This tool represents a significant leap forward in audio ad production, offering a streamlined process that reduces both time and cost investments.
The Audio generator workflow began with Blueair inputting their Product ASIN for the Blue Pure 211i Max model. Audio generator then automatically created a compelling script based on the input. Once the scripts were generated, Blueair's team had the opportunity to fine-tune the creative direction and explore various voice options and tones. The team also had access to a diverse library of background music, allowing them to create the perfect auditory backdrop for their message.
In a strategic move to optimize performance, Blueair decided to test two distinct versions of the ad. One featured a female voice, while the other used a male voice. This approach provided valuable insights into audience preferences and engagement patterns.
The speed and efficiency of Audio generator allowed for rapid campaign deployment without compromising creative quality, giving them an advantage in the fast-paced digital advertising landscape.
"Leveraging artificial intelligence and the power of Amazon's 1P data to transform a traditional reach campaign into a consideration driver became a competitive advantage for our full funnel strategy,” explained Jonathan Cole, Sr. Manager Commerce at Tinuiti. “We’re excited to see where generative AI continues to grow in our industry."
Analyzing campaign impact
The results of Blueair's AI-powered, interactive audio ad campaign exceeded expectations and provided actionable data for future marketing initiatives. The campaign's reach proved particularly noteworthy, with 45.3% of detail page views1 originating from new-to-brand customers, indicating a significant expansion of Blueair's customer base.
Performance metrics showed a marked improvement over previous efforts. The add-to-cart rate soared 94% higher than Blueair's 2024 average,1 demonstrating a substantial increase in purchase intent among listeners. From a cost-efficiency standpoint, the campaign excelled, with a 36% improvement over Blueair's 2024 cost per add-to-cart average.1 This metric underscores the campaign's ability to drive conversions more economically than traditional methods.
The voice interaction rate for these ads tripled the benchmark for interactive audio advertising. 1 This engagement level serves as a testament to the effectiveness of the AI-generated content, suggesting that the ad scripts resonated strongly with the target audience. The high interaction rate not only validates the effectiveness of AI in creative processes but also highlights the potential of voice-activated technology in driving consumer action.
Blueair's campaign serves as a testament to the power of combining cutting-edge technology with strategic audience targeting and a clear value proposition. As we advance in the digital age, this approach paves the way for more interactive, personalized, and effective marketing strategies. Blueair not only boosted brand awareness but also drove tangible results in customer acquisition and sales consideration.
"This campaign demonstrates the transformative power of generative AI in marketing,” said Emilio Chebly, Blueair Global Performance Marketing Manager. “We look forward to our continued partnership with Amazon on leveraging the latest in ad tech.”
1 Amazon Internal Data, US, July 10–31, 2024.
Note: Results are representative of a single advertiser/campaign and not indicative of future performance.