Case Study
HP finds success using Sponsored Brands video
May 2, 2024 | By Adriana Tsoneva, sales account manager
Goals
- Boost customer engagement
- Increase brand visibility and awareness through video content
- Increase purchase rate through Sponsored Brands video activation
Approach
- Using Sponsored Brands video to help increase brand visibility and awareness for desktop and mobile shopping keyword results on Amazon
- Incorporating Sponsored Brands video, alongside Sponsored Brands, Sponsored Products, and Sponsored Display, to improve engagement and awareness, as well as purchase rate
Results
- Impressions grew 224% YoY, extending HP’s reach across all product categories
- 142% YoY increase in clicks, yielding a 42% increase in clicks for Sponsored Brands video placements
- Return on ad spend (ROAS) demonstrated significant growth, with 80% YoY increase in revenue and a 60% increase in units sold
HP, a global tech company, is dedicated to innovation and reinventing the customer experience. For more than five years, HP has partnered with Amazon Ads to deliver the best digital experiences and enhance brand engagement for their customers. Recognising the importance of Amazon in their customers’ journey and the continued growth of the business, HP’s Marketing Centre of Excellence established a dedicated in-house team for Retail Media with focus on Amazon Ads strategy and execution. The HP Europe, Middle East and Africa Retail Media Team created campaigns to boost customer engagement of the brand on Amazon. This ensured customers had a meaningful experience throughout each touchpoint along their digital browsing and shopping journey.
Research reveals that on average consumers can interact with brands across 20+ different channels in a single day. These channels include email, digital, social, video, making it increasingly more difficult for brands to capture attention, and increase brand engagement. HP looked for ways to stand out and deliver high-impact brand awareness and consideration.
HP chose to invest in Sponsored Brands video to help increase brand visibility and awareness for desktop and mobile shopping keyword results on Amazon. HP used Sponsored Brands video alongside existing strategies like Sponsored Products, Sponsored Brands, and Sponsored Display. The Sponsored Brands video ads, which spanned six to 45 seconds, allowed HP to stand out in both category and branded keywords. Additionally, the videos highlighted key product information and features, offering customers the opportunity to learn about the products beyond image- and text-only ads. The video campaign helped HP expand their reach and capture the attention of new and existing customers, and increase sales.
HP results and impact working with Amazon Ads
HP’s investment in Sponsored Brands video increased 206% YoY in 2023, driving impact across awareness, consideration, and sales. Here are other results the brand after implementing Amazon Ads solutions.
- Awareness: Impressions grew 224% YoY, extending HP reach across all product categories including printers, supplies, laptops, and accessories. This translated into tangible increases in organic branded keywords for HP across all product categories: a 17% increase across HP printer keywords; 10% increase across HP supplies branded keywords; 30% increase across HP laptop branded keywords.
- Consideration: 142% YoY increase in clicks, yielding a 42% increase in clicks for Sponsored Brands video placements. The campaign’s click-through rate (CTR) surpassed Amazon’s benchmark by 36%, indicating Sponsored Brands video captured audience interest, resulting in a high proportion of viewers engaging with the ad.
- Sales/conversion: Return on ad spend (ROAS) demonstrated significant growth, with 80% YoY increase in revenue and a 60% increase in units sold. Notably, purchase paths inclusive of Sponsored Brands video witnessed improvements in purchase rate and ROAS for both printer and laptop categories in 2023. For printers, purchase paths with Sponsored Brands video saw 954% higher purchase rate and 30% higher ROAS in 2023; for laptops, purchase paths with Sponsored Brands video saw a 709% higher purchase rate and 44% higher ROAS in 2023.
HP’s strategic deployment of Sponsored Brands video ads yielded positive results across all stages of consumers journeys. By leveraging the power of video, HP effectively enhanced brand visibility, engagement, and conversion rates.