Categories Name : Marketing Strategy

Sub-Category : Most Effective DTC eCommerce Campaign

Entry Name (Campaign) : Noise Buds N1 became a bestseller on Amazon within a few hours of launch

Results

The campaign achieved its goals across the consumer funnel, following are the highlights:- • Trending as # 1 on X on launch day • 50% increase in CTRs Vs earlier campaigns(20% above category benchmark) • 3-4X spike in branded searches within 1 week of launch • Product became #1 Bestseller in electronics category within 3 hours of launch on amazon.in • Record breaking sellout – 21K units sold in a single day, highest ever for a single TWS model on amazon India in 1 day • 23% higher Return on ad spend( Vs category benchmark) Data Clean room technology-Amazon Marketing Cloud solution was used to study media efficiency on reach and conversions delivered by various ad-formats which resulted in insights on how to further optimize the media strategy for the future campaigns : (a) Audiences exposed on Amazon to both display and search ads had 5.7x higher conversions than search ad campaigns alone (b) Audiences exposed to 3P(off amazon) programmatic ads along with on Amazon app search & display ads had 2.8x higher conversions than audiences exposed to Amazon search & display ads only Measurable impact for Noise was as follows:- (a) 43% gain in market share in the headphones category on launch day (b) Overall increase in Consideration share, market share for Noise in the category by 3% and Noise became Rank 2 in headphones category(Vs earlier rank 4)