Hasbro didn’t just toy with the idea of Prime Video‘s new ad tier.
An early adopter of Prime Video’s ad-supported inventory, the toy and entertainment company has seen significant success in the first months of 2024, according to a new Amazon Ads blog. Through campaigns for Peppa Pig and Play-Doh, the company has increased toy sales, branded searches, ad recall and brand favorability.
Following Prime Video’s ad tier launch in January, Hasbro rolled out an early campaign for Peppa Pig on the service in the U.K. for six weeks from February through March, testing out multiple creative messages to drive higher conversion and performance in brand lift studies examining purchase intent.
The U.K. campaign was activated against a Prime Video run-of-service package, which then layered audiences featuring households with children in the home and adults between 18 and 34.
Jennifer Burch, senior director of global media at Hasbro, said in a statement that the company’s full-funnel capabilities created an enticing offer.
“Prime Video offers an incredible roster of shows,” Burch said. “From a media standpoint, we want to align our ads to premium, brand-safe content, and the added benefit to utilizing Prime Video is that we are reaching a qualified audience through Amazon first-party data.”
Among the results, Hasbro reached 7 million unique users across the campaign, found that 68% of Peppa Pig purchases during that period were new to brand and saw a 21% year-over-year increase in branded searches and an 18% year-over-year increase in sales for Peppa Pig toy products on Amazon.
Additionally, a third-party brand lift study from Lucid confirmed increases in ad recall, brand awareness and purchase intent in audiences who saw the ads, including a 14% increase in brand favorability among audiences 18 through 34 with children in the home.
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