Case Study
Physician’s Choice boosts brand awareness with new customers using Sponsored TV
Products used:
Goals
- Increase brand awareness
Approach
- Launched with Sponsored TV
- Applied creative learnings from Sponsored Brands video
- Tested different creative messages, visuals, and audiences to optimize campaign strategy and spend
Results
- 90% lower cost per branded search compared to other streaming TV efforts
- 2x overall branded search volume
- 30% increase in new-to-brand customers
Physician’s Choice’s mission is to empower everybody to make confident wellness choices, guided by physician expertise. To support that mission, they have always invested in brand building and omnichannel experiments to attract more audiences. Physician’s Choice started by selling their products on Amazon in 2018 when they saw an opportunity to reach customers at scale. Now, their 60 Billion Probiotic, Women’s Probiotic, and Digestive Enzymes are all best sellers on Amazon.
Given the traction they were seeing on Amazon, they were interested in testing more self-service ways to attract new audiences on Amazon and beyond. Sponsored TV is Amazon Ads' newest self-service sponsored ads solution, enabling advertisers to reach customers through the content they love, using streaming TV advertising that is easy to create and manage. Sponsored TV ads can appear on Amazon’s collection of exclusive and premium streaming content, including Prime Video, Twitch, Freevee, and Amazon Publisher Direct, which focuses on direct integrations with the largest streaming TV publishers through connected devices, including Fire TV, as well as on ad-supported content through Prime Video channels.
Sponsored TV’s campaign flexibility in having no minimum spend, fees, or upfront commitments and its ability to reach relevant audiences beyond Amazon especially appealed to Physician’s Choice, and they started testing Sponsored TV in December 2023. Their test-and-learn approach to advertising included actively testing different creative messages, visuals, and audiences to optimize their campaign strategy and spend. For example, their Sponsored Brands video campaigns saw user-generated content outperforming other creative types on a 2x clickthrough rate basis. As a result, they decided to also feature user-generated content for their Sponsored TV campaign. This strategic shift saw their Sponsored TV campaigns deliver 33% of the cost per click compared to their other streaming TV campaigns.
We like the usability of the platform. It is easy for us to test new creatives and audiences faster than we had the capability to do before
- Jasper Heaton, Marketing Director at Physician’s Choice
Physician’s Choice sought out to increase brand awareness and use brand search metrics as a key measure of their brand health. They experienced the most success with their 60 Billion Probiotic’s category campaign, which resulted in 90% lower cost per branded search from their Sponsored TV ads compared to their other streaming TV efforts1. Additionally, between December 2023 to May 2024, they also doubled their overall branded search volume in the U.S. and increased new-to-brand customers by 30%. While lower funnel metrics such as clickthrough rate, conversion rate, cost per click, and ROAS remain core metrics for them, they are now increasingly focused on new-to-brand customers as they grow.
“It’s really key for us to be reaching new customers in our market and not just having existing customers clicking our ads.”
Physician’s Choice’s openness to continuously testing different ad solutions and channels has allowed them to capture multiple best seller badges, drive more new customers to their products, expand their product line, and provide an even better customer experience. Looking ahead, they will continue to experiment their way into campaign optimization and they urge new advertisers to test audiences and creative campaigns and to remain patient since meaningful change takes time.
Physician’s Choice's 60 Billion probiotics campaign
1 U.S., December 2023 – June 2024