Kraft wanted to extend the value of its media, and realised that by taking consumers on a journey from an exposure of expensive paid media, to exposures close to the points of purchase, they could increase the sales conversion in a way that was highly cost effective. This content marketing case study looks at how the FMCG brand used Amazon Advertising to repurpose a Super Bowl commercial into a holistic marketing campaign and reach customers across all stages of the purchase journey.

Content marketing and ecommerce case study: Kraft USA converted Super Bowl viewers into buyers with full funnel ad campaign

Case study summary

  • FMCG peanut brand wanted to get more value from high cost TV campaign through smarter integration
  • Created a full-funnel campaign with Amazon Advertising that reached people at all stages of the shopping journey.
  • Used streaming video to drive awareness and a shoppable landing page, with display ads and sponsored ads to reach audiences further along the sales journey who were more likely to engage with Planters.
  • ROI was 5 times higher than the team expected, with new customers accounting for 52% of the purchases made via the ecommerce platform
  • A ‘deal of the day’ run during the campaign was one of the biggest days of Kraft Heinz sales ever on Amazon, across all its brands.
  • Increased engagement time people spent with the brand

Challenge

Kraft wanted to drive front of mind awareness and also online sales conversions of its peanut brand Planters. So when the FMGC firm created its first Super Bowl TV spot in its over-100-year history, it looked at ways of getting high cost TV campaigns to work harder, through smarter integration.

Solution

The company ran the Super Bowl commercial featuring Mr. Peanut racing through streets in a Nut-mobile and encountering Charlie Sheen and Alex Rodriguez along the way.

Working across its brand and ecommerce teams, it created a full-funnel campaign with Amazon Advertising that reached customers at all stages of the shopping journey.

Shoppable landing pages

Planters took an integrated approach, using streaming video (a short clip from the Super Bowl ad) to drive awareness. It also created a shopable landing page where customers could buy a variety of Planters nuts, and it engaged high-intent customers.

Targeted display advertising

For customers further along the decision journey, it ran display ads on Amazon DSP ( a demand-side platform that enables advertisers to programmatically buy display, video, and audio ads both on and off Amazon) and sponsored ads to reach audiences more likely to engage with Planters.

Results

The return on Planter’s remarketing campaign was 5 times higher than the team expected. People new to the brand on Amazon made up 52% of the purchases made via the ecommerce platform, beating benchmarks of 24%, showing the campaign reached beyond returning customers.
Laurel Benson, E-commerce Marketing, Kraft, said: "The results surpassed expectations completely. The deal of the day was one of the biggest days of Kraft Heinz sales ever on Amazon"

Why it matters

Leveraging high production value TVCs to boost conversion in online sales is something any brand can do. Using a big event TV commercial as the beginning, not the end, of a holistic ad campaign can be a winning strategy. Planter’s optimised every step of a person’s purchase journey, resulting in the biggest online sales day ever for the peanut brand. Seeing how brands are presented within a retailer’s product pages can unlock new ideas about how to leverage existing marketing assets to boost sales.

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