Small businesses forever need new customers. Amazon already has them. To convince entrepreneurs to put their faith in us, we needed to show them we were a colossal collaborator, not a corporate competitor.
Enter "Ads that work as hard as you do", a campaign that found common ground between the world’s biggest business and the world’s small businesses — by bringing new customers closer than they could have ever imagined.
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+66%Unaided brand awareness
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+26%Small businesses' sales, on average, driven by Amazon Ads
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700KKWebsite visits directed from campaign
Key takeaways:
1. Doubled traffic to our dot com destination
2. Harnessed Amazon's customer data to support SMBs in reaching their target audiences
3. Produced a global, integrated campaign in fewer than six months that achieved over 818M impressions
Understanding the landscape
Over 90% of businesses are small businesses. To earn the trust and ad dollars of this massive, multi-hyphenate audience, we first had to understand them. Focus groups, social listening, and the latest economic data revealed a community of hard workers who wear every hat. They needed solutions that are flexible, scalable, and work fast. Just like them.
Delivering the message
The answer was a campaign that spoke a shared language: hard work. Our platform honored their effort—and promised we would be worthy of it. Our execution proved it with a unique visual metaphor that shows what it looks like when your marketing partner matches your passion, effectively bringing new customers closer than even these entrepreneurs would dare to dream.
Harnessing data and driving impact
It’s one thing to speak of hard work. But we had the bona fides to back it up. Because Amazon isn’t just an ad platform; it’s a people platform, a place to shop, stream, read, listen, search, and even more.
With that level of insight, no ad buy is an accident. Each ad is made to match the right person, with the right business, right away.
From corporate competitor to business collaborator
Amazon Ads has proven to be one of the company’s fastest-growing sectors (+26% increase in ad revenues in Q3, totaling more than $12 billion). "Ads that work as hard as you do" represents a significant and impactful effort in that journey, bringing our brand closer to our audience, by bringing our audience closer to their customers.
How we did it
Strategy
- Audience research
- Insight development
- Campaign strategy
- Social strategy
Campaign
- Campaign idea
- Brand positioning
- Copy writing
- Communication plan
- Social media
Production
- Broadcast
- Photography
- Video editing
- Motion graphics
- Animation
- Project management