As an example, Utzschneider offered a Huggies campaign that its parent company Kimberly-Clark ran on Amazon. Kimberly-Clark wanted to promote a new pull-up Huggies diaper with $3 coupon and 20% discount through Amazon’s "Subscribe & Save" program.
Kimberly-Clark inserted the offers in a display ad, which consumers could redeem by clicking on the ad. After viewing the ad, customers were 13 times more likely to consider the product and 11 times more likely to buy it. The ad also led to $4.2 million in incremental offline sales for Huggies diapers, as well as a 14% lift in the perception of Huggies as a trusted brand. “Kimberly-Clark was extremely pleased with this campaign,” Utzschneider said.
In addition to interactive ads, ratings and reviews are also key to driving customer engagement. “Our customers prefer products that have a rating and review whether it’s positive or negative,” Utzschneider claimed. Customers were 25 times more likely to visit a product’s detail page if it included three or more reviews. “Customers really care about ratings and reviews,” she said.
As for other advertising opportunities, companies that don’t sell products on Amazon are increasingly interested in providing a branding experience there. Businesses like travel agencies and auto companies “see how engaged and loyal Amazon customers are and they want to put their brand in front of these customers,” Utzschneider claimed.