Results

From Jan 2023 to Dec 2023, Gillette’s holistic multimedia campaign across on and off Amazon ad slots and delivered more than 1.4 billion impressions and 9.5 million clicks. The click-through rates and cost per click achieved were best-in-class at 0.68% (benchmark for Health & Personal Care: 0.4% - 0.6%) and INR 9.48 (benchmark for Health & Personal Care: INR 15 - 30), respectively. The percentage of shoppers who were considering Gillette within Health & Personal Care grew from 2% to up to 12% post-campaign activation, thereby achieving the campaign goal. Post the activation of the campaign, there was a two-fold jump in the number of Gillette branded searches and a 4.5-fold jump in the number of unique customers who visited a Gillette product detail page on Amazon. Indicating an exponential interest in the brand by the consumers. This also translated into increased offtakes from the brand on the platform. The campaign achieved a total ad attributed Return on Investment of 2.67 from a combination of programmatic display ads, on platform display ads and search ads on Amazon. Reaching relevant high-propensity-to-convert customers with the right creatives and across multiple touchpoints through Amazon Ads solutions eventually helped the brand increase their off-takes on Amazon by upto 1.5x versus last year.