Case Study
TVS Motor uses display ads on Amazon to build their relevant reach
Products used:
Goals
- Enhance brand awareness to increase sales and market presence
- Drive relevant traffic to their brand website for various models like Jupiter 110, Jupiter 125, and Raider
Approach
- At the start of the campaign, the brand wanted to reach relevant audience personas by aligning them with Amazon audiences.
- The campaign optimization basis focused on creating a cohort whose purchase history suggests an inclination toward purchasing two-wheelers or accessories.
- Experimenting basis focused on audience overlap reports to discover more relevant cohorts and increase the audience base over a period of one year.
Results
- More than 30% website traffic at 2x lower cost per visit
- 3x higher click-through rates (CTR) resulting in 30% improvement in website page visits
- 2x improvement in CTR-driven basis experimentation in creative formats (GIF vs static)
TVS Motor Company is a reputed two and three-wheeler manufacturer globally, championing progress through sustainable mobility with four state-of-the-art manufacturing facilities located in India and Indonesia. Rooted in our 100-year legacy of trust, value, and passion for customers, it takes pride in making internationally accepted products of the highest quality through innovative and sustainable processes. TVS Motor is the only two-wheeler company to have won the prestigious Deming Prize. Our products lead in their respective categories in the J.D. Power IQS and APEAL surveys. We have been ranked No. 1 Company in the J.D. Power Customer Service Satisfaction Survey for four consecutive years. Our group company Norton Motorcycles, based in the United Kingdom, is one of the most emotive motorcycle brands in the world. Our subsidiaries in the personal e-mobility space, Swiss E-Mobility Group (SEMG) and EGO Movement have a leading position in the e-bike market in Switzerland. TVS Motor Company endeavors to deliver the most superior customer experience across 80 countries in which we operate.
In a bid to enhance brand awareness and drive relevant traffic to their product websites, with the ultimate goal of increasing sales and market presence, they partnered with Amazon Ads to engage with pertinent Amazon audiences.
Amazon Ads enabled us to drive traffic for key TVS brands and reach relevant audiences with effective ad placements. Additionally, we went beyond the existing targeting cohorts and created customized audience cohorts specifically for TVS to reach the relevant audiences. With real-time optimization steps as well as proactive feedback on creative assets, we were able to continuously fine-tune our approach to achieve the brand objectives.
- Ankit Banga, CBO, FCB Six
Reaching the relevant audience via custom cohorts
Since April 2023, the TVS team has collaborated with Amazon Ads through their media agency, FCB Six, to promote multiple brands, including Jupiter 110, Jupiter 125, and Raider. Their approach involved reaching relevant audience personas by aligning them with Amazon audiences and creating a cohort whose purchase history suggests an inclination towards buying two-wheelers or accessories.
Through extensive experimentation and analysis of Amazon audience overlap insights, they discovered that Prime Video family content viewers who are parents are likely to show interest in TVS offerings.
Additionally, in collaboration with the TVS team, the digital agency identified a new use case to promote brands among business owners seeking to enhance efficiency in their daily operations. Amazon Ads engaged audience cohorts of business owners and the success of this approach led to its integration into their always-on strategy.
TVS’s engagement with audiences primarily occurred through display ads on Amazon, and as the campaign progressed and they refined their strategies which resulted in 3x higher click-through rate (CTR), resulting in a 30% improvement in website page visits. A change from static creative to GIF creatives during the campaign mid-course, led to a 2x increase in brand CTR. Currently, TVS CTR on Amazon is among the highest performing digital media.
Delivering results across the objectives
Across two quarters starting April 2023, TVS was able to boost the website traffic by more than 30% at 2x lower cost per visit on account of the real-time insights and optimization and continuous A/B testing of the audience cohorts and communication.
I am delighted to see the positive outcomes of our partnership with Amazon Ads and FCB Six in effectively promoting our products on digital platform. Through the utilization of innovative strategies and captivating creatives, we have not only enhanced page visits but also bolstered our brand’s visibility across various audience segments. This collaboration underscores our dedication to advancing brand awareness and driving sales through strategic digital marketing endeavors. I am eager to continue leveraging these insights to propel our growth in the competitive market
-Aniruddha Haldar, Senior Vice President,Marketing, TVS India