Case study
How Reebok engaged adult Gen Z and millennial audiences with video advertising
In April 2022, Reebok collaborated with Amazon Ads to launch their new spring and summer campaign with the goal of driving awareness and consideration of their new collection in the U.K. and Germany. Reebok aimed to connect with adult Gen Z and millennial audiences, who represented less than 18% of Reebok’s current Amazon shoppers1 in order to increase consideration among younger fitness enthusiasts.
The “big idea” behind the campaign was to implement a video-first strategy, leveraging insights that showed that adult Gen Z and millennial audiences engage most frequently with video content online. Recognizing the popularity of apps like Snapchat and TikTok, where video is the preferred format for discovering and learning about brands, Reebok decided to focus on video ads as the primary medium for their campaign.
The strategy involved leveraging key Amazon entertainment channels where video is native and highly engaging: Fire TV, a digital media player and streaming device that helps drive reach and engagement by delivering full-screen videos on the largest screen in the home, as well as Twitch, a popular streaming destination among adult Gen Z audiences.
This campaign has showed us what we can achieve with Amazon when we focus on reaching a new consumer segment with very curated targeting. We leveraged the power of the channels while delivering a clean message to our Gen Z audience, and the results speak for themselves.
— Giulia Rosetti, senior manager, Reebok
Lacing up engagement and sales among Gen Z adults and millennials
By leveraging first-party insights, Amazon Ads explored a comparison between typical Reebok shoppers and the demographic of the audience of the Reebok campaign. The insight revealed that purchases made by 18-to-25-year-old shoppers were 4.5x higher than the average purchase rate, indicating successful engagement and consideration among the desired adult Gen Z and millennial audiences.
Reebok’s collaboration with Amazon Ads yielded results across various key performance indicators, showcasing the power of a well-executed marketing strategy. The campaign reached 2.7 million shoppers and engaged them with compelling content, including lifestyle statistics and videos of younger shoppers actively participating in sporting activities.
For the Fire TV campaign, the detail page view rate averaged at 0.40%, which indicated that customers who interacted with the ad went on to explore Reebok products on Amazon. The Twitch campaign also played a vital role, with video ads achieving a video completion rate of 95%.
Reebok - FTV landing page
Reebok’s partnership with Amazon Ads proved effective through lower-funnel remarketing, achieving a 0.12% click-through rate. The return on ad spend also increased, with an 11% rise in the U.K. and an impressive 40% increase in Germany. These outcomes indicated highly engaged customers exposed to Fire TV or Twitch video ads, displaying a greater inclination to consider purchasing Reebok products.
The campaign’s impact extended beyond immediate metrics, with upper-funnel tactics resulting in a 104% ad-attributable lift in branded searches during the two weeks following the implementation of Amazon DSP and Fire TV. In addition, the attributed sales experienced a surge of 135% with Amazon DSP and Fire TV, indicating the campaign’s direct impact on Reebok’s bottom line.
The comprehensive approach of display and search tactics resulted in an 8x higher purchase rate, showing the effectiveness of engaging the desired adult Gen Z and millennial audiences. Overall, Reebok’s success with Amazon Ads showcased the power of a video-first strategy, effectively connecting with 18-to-25-year-olds and driving increased brand visibility, consideration, and sales.
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* Results outlined here are observed by one advertiser only; this was due to extensive support from the Amazon Ads account team, in the form of creative testing and optimizations being made in-flight.
1 Amazon internal data, UK, DE, Q2 2022