Results

HP strategically harnessed Amazon’s vast audience, product suite, and data-driven approach to execute a quarter-long media campaign (Aug-Oct’23) for their Omen gaming laptop range. The campaign aimed to secure a strong foothold in the premium gaming laptop segment, where HP previously held the 5th position in market share. Key campaign highlights include: 250MM+ banner and video impressions with a unique reach of 40MM+, predominantly within the target segment. Top-of-mind awareness for Omen significantly boosted through targeted efforts. The keyword “Omen transcend” trended on Amazon, resulting in a 2.4X surge in branded searches compared to the pre-campaign period. Mid-funnel product consideration drove approximately 4X product views on Amazon, leading to an impressive 1600 bps gain in product view share. During Amazon’s ‘Great Indian Festive Sale’ in Oct’23, HP witnessed a remarkable 27X increase in sales compared to the pre-campaign period, securing a 1500 bps market share gain. Omen emerged as one of the top-selling gaming laptops on the platform, and HP claimed the 3rd position in market share for premium gaming laptops on Amazon "Amazon has been a priority platform for HP to reach relevant audiences due to their detailed audience insights gathered from browsing and shopping signals. The full funnel approach for OMEN helped us in achieving our desired results across the funnel. Sequential approach helped optimise for reach and frequency in the target cohort & HP reached top 3 in the premium gaming segment on Amazon. " 
- Kanika Sharma, India Digital Activation Lead