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It sought to achieve better visibility for the whiskey brands on Amazon among the new consumers. de. This way, using the analysis of the key data, creative concepts, and a proper choice of the ad views, the company received high outcomes and recasted its media plan
Objective
Increase brand awareness and product discovery for whiskey brands among new customers.
Platforms
Amazon Ads
Strategies Used
Landing page with shoppable video, product selector tool, awareness and consideration ads, audience targeting
Results
Increased brand awareness, purchase intent, brand perception, and recommendations. Achieved 80% reach among new customers.
Reaching new customers outside the existing whiskey category on Amazon.de.
Data-Driven Approach
Utilized Amazon’s insights to identify target audience and optimize media strategy.
Engaging Content
Created a shoppable video with expert advice and a personalized product selector tool.
Multi-Channel Strategy
Leveraged various Amazon touchpoints for awareness and consideration.
Shifted focus to attract new customers and adopted a more data-driven and platform-specific media strategy.
Increased brand awareness, purchase intent, positive brand perception
Customer recommendations. Achieved significant reach among new customers.
Diageo’s campaign on Amazon. de is a perfect example of how using customer information and interesting content can build a brand awareness and make people interested in its products. Through such a selected strategy and by leaning on the opportunities of Amazon platform, Diageo successfully realized the potential and got outstanding performance and repositioned its media tactic toward Fire TV advertisement. This paper explores the role of data-driven marketing and approaches to engage the target audience on the platforms in the case study to meet business objectives.
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