VIP Audiences
Turning Prime Video Reach into Back to School results on Amazon
VIP Audiences
Turning Prime Video Reach into Back to School results on Amazon
THE BRIEF
THE BRIEF
Sharpie is one of the world's most recognisable stationery brands, with its strongest seasonal demand anchored around Back to School. The challenge for any brand in this position is not reach; it’s relevance and conversion. Broad awareness activity on streaming platforms generates impressions. The question is whether those impressions are reaching the audiences most likely to search, browse and buy.
This campaign set out to answer a specific question: does targeting Amazon Prime Video audiences with VIP shopper data outperform standard audience strategies? Running three targeting approaches simultaneously - Parents with Kids, Gen Z Education and VIP - against identical creative on Prime Video created a direct, data-driven comparison of standard versus shopper data-powered audience targeting.
Services
Amazon DSP Prime Video CTV Advertising VIP Audience Strategy Brand Lift Study
Sharpie is one of the world's most recognisable stationery brands, with its strongest seasonal demand anchored around Back to School. The challenge for any brand in this position is not reach; it’s relevance and conversion. Broad awareness activity on streaming platforms generates impressions. The question is whether those impressions are reaching the audiences most likely to search, browse and buy.
This campaign set out to answer a specific question: does targeting Amazon Prime Video audiences with VIP shopper data outperform standard audience strategies? Running three targeting approaches simultaneously - Parents with Kids, Gen Z Education and VIP - against identical creative on Prime Video created a direct, data-driven comparison of standard versus shopper data-powered audience targeting.
Services
Amazon DSP Prime Video CTV Advertising VIP Audience Strategy Brand Lift Study
The process
Challenge
Connecting streaming advertising investment to commercial outcomes is one of the persistent challenges of upper-funnel media. Brand awareness metrics tell part of the story. But for a product sold on Amazon, the real measure of a Prime Video campaign is whether the people who see the ad go on to search for the brand, visit the product page, add to cart and purchase. Sharpie needed a campaign that could prove that link and improve on the conversion rates that standard audience targeting was delivering.
Goal
To demonstrate that Amazon's VIP shopper data, applied to Prime Video CTV targeting, produces measurably superior commercial outcomes compared to standard demographic and interest-based audience strategies - and to generate brand lift evidence that connected streaming exposure to awareness and consideration uplift.
Solution
Vector ran three audience strategies simultaneously across Prime Video. Parents with Kids reached the broadest relevant audience, generating 1.43m impressions. Gen Z Education targeted younger, education-oriented viewers. VIP audiences, built from Amazon's first-party shopper data at category, brand and product level, targeted the 294,824 viewers whose actual purchase behaviour on Amazon signalled the highest propensity to buy Sharpie products. The results were unambiguous. Despite running against fewer than a quarter of the impressions of the Parents with Kids strategy, VIP audiences generated a search rate of 0.43% - more than twice the 0.18% achieved by Parents with Kids. VIP's detail page view rate of 0.75% was three times higher. Its add-to-cart rate of 0.34% was more than twice as high. And its purchase rate of 0.24% was nearly three times that of the next best strategy. The Brand Lift Study confirmed the awareness impact alongside the performance results: ad recall was up 11% and consideration up 9% among exposed audiences - evidence that the Prime Video placements were building brand equity as well as driving commercial action
The process
Challenge
Connecting streaming advertising investment to commercial outcomes is one of the persistent challenges of upper-funnel media. Brand awareness metrics tell part of the story. But for a product sold on Amazon, the real measure of a Prime Video campaign is whether the people who see the ad go on to search for the brand, visit the product page, add to cart and purchase. Sharpie needed a campaign that could prove that link and improve on the conversion rates that standard audience targeting was delivering.
Goal
To demonstrate that Amazon's VIP shopper data, applied to Prime Video CTV targeting, produces measurably superior commercial outcomes compared to standard demographic and interest-based audience strategies - and to generate brand lift evidence that connected streaming exposure to awareness and consideration uplift.
Solution
Vector ran three audience strategies simultaneously across Prime Video. Parents with Kids reached the broadest relevant audience, generating 1.43m impressions. Gen Z Education targeted younger, education-oriented viewers. VIP audiences, built from Amazon's first-party shopper data at category, brand and product level, targeted the 294,824 viewers whose actual purchase behaviour on Amazon signalled the highest propensity to buy Sharpie products. The results were unambiguous. Despite running against fewer than a quarter of the impressions of the Parents with Kids strategy, VIP audiences generated a search rate of 0.43% - more than twice the 0.18% achieved by Parents with Kids. VIP's detail page view rate of 0.75% was three times higher. Its add-to-cart rate of 0.34% was more than twice as high. And its purchase rate of 0.24% was nearly three times that of the next best strategy. The Brand Lift Study confirmed the awareness impact alongside the performance results: ad recall was up 11% and consideration up 9% among exposed audiences - evidence that the Prime Video placements were building brand equity as well as driving commercial action
the impact
the impact
Ad recall uplift (Brand Lift Study)
Ad recall uplift (Brand Lift Study)
Higher product page view rate from VIP vs standard audiences
Higher product page view rate from VIP vs standard audiences
Consideration uplift (Brand Lift Study)
Consideration uplift (Brand Lift Study)
VIP purchase rate — nearly 3x higher than standard targeting
VIP purchase rate — nearly 3x higher than standard targeting
Ad recall uplift (Brand Lift Study)
Consideration uplift (Brand Lift Study)
Higher product page view rate from VIP vs standard audiences
VIP purchase rate — nearly 3x higher than standard targeting
RESULT SUMMARY
With fewer than a quarter of the impressions, VIP audiences outperformed standard targeting on every commercial metric - search rate, page views, add-to-cart and purchases. The Sharpie campaign proved that on Prime Video, as everywhere else, the quality of the audience matters more than the quantity of the impressions.
RESULT SUMMARY
With fewer than a quarter of the impressions, VIP audiences outperformed standard targeting on every commercial metric - search rate, page views, add-to-cart and purchases. The Sharpie campaign proved that on Prime Video, as everywhere else, the quality of the audience matters more than the quantity of the impressions.
other featured works
other featured works
NEWSLETTER