Results

Gillette partnered exclusively with Amazon Ads to launch their super-premium Gillette Labs Razor in India, targeting the top 1% affluent clean-shaven consumers. The razor was positioned as a luxury product, priced 4X higher than existing premium Gillette razors. The campaign strategy employed a full-funnel approach, beginning with awareness through Amazon DSP Video campaigns and Alexa integration. This was followed by consideration-focused Amazon and DSP 3P display static ads, and finally conversion-driven Sponsored Ads during shopping events and always-on product promotions. The campaign utilized sophisticated audience targeting through several key segments. These included Male Personal Care shoppers, Tech Enthusiasts, Young Parents, and Beauty Enthusiasts. Additionally, the campaign leveraged Amazon's Data Clean Room Solution to create machine learning-based lookalike audiences from existing Gillette Labs purchasers. In terms of execution, the campaign featured the first-ever Custom Landing Page for P&G in India, supported by a comprehensive display advertising plan. It maintained a strategic presence across Amazon.in's key properties and utilized multiple ad formats including Sponsored Brand static & videos, Sponsored Products, and Sponsored Display. The results were impressive across the funnel. The campaign generated 320 million impressions and achieved 4.2 million page visits. It increased brand awareness by 3.7%, improved purchase intent by 3%, and enhanced ad recall by 3.4%. In terms of sales performance, the campaign drove 33 million units in sales and generated 38 million INR in revenue. Most significantly, the campaign successfully established Gillette Labs with more than 10% of Gillette's Premium Systems portfolio in India. The integration of sophisticated targeting, multiple ad formats, and full-funnel strategy proved highly effective in reaching and converting affluent consumers for this luxury product launch.