How Amazon Advertisements and Tostitos cooked up success—with leftovers

A advertising technique that works as each leisure and promoting is one that may be extremely efficient.

The primary-ever Amazon Advertisements content-to-commerce {custom} activation with Tostitos through the 2022 vacation season represents the potential of strategic campaigns that leverage a number of Amazon touchpoints. This collaboration got here to life throughout Amazon Freevee, a free ad-supported streaming service, in addition to Amazon Contemporary, Amazon Stay and Hearth TV, with the first throughline being “America’s Check Kitchen: The Subsequent Era,” an Amazon Freevee authentic actuality cooking competitors sequence designed particularly for residence cooks.

“We constructed a totally built-in marketing campaign with Amazon to encourage customers with new recipe concepts through the holidays, leveraging Amazon properties to create a seamless expertise for customers,” mentioned Jenni Welsh, senior advertising director of PepsiCo. “We needed to attach the dots from upper-funnel consciousness media to lower-funnel techniques.”

In accordance with a Kantar model raise research performed for the marketing campaign, Tostitos’ Hearth TV adverts drove a 14% raise in consciousness, whereas its Amazon Streaming TV adverts drove a 12% consciousness raise. Let’s take a better take a look at why this activation was so profitable, and the way these finest practices will help information your future advertising campaigns.

Tapping into the second

To raised perceive how millennial and grownup Gen Z customers are responding to present financial uncertainty, Amazon Advertisements and Kantar performed a three-month-long research with 12,000 respondents. Total, the research makes clear that persons are considering extra about the place they spend their hard-earned cash. Specifically, the research discovered that fifty% of these surveyed mentioned they’ve been spending extra time cooking, with 48% reporting they now spend much less on experiences like eating out and touring.

With these shifting client behaviors prime of thoughts, Tostitos anchored the marketing campaign to related Amazon-exclusive premium content material, a culinary-themed Amazon Freevee authentic. Throughout business breaks, audiences had been handled to a custom-produced vignette that includes the present’s judges testing an ingenious Tostitos recipe. With an intention to encourage buying intent and conversion even additional, audiences had been introduced with an interactive video advert overlay and Amazon Contemporary {custom} touchdown web page the place viewers might discover much more recipes and buy Tostitos merchandise.

Timing is all the pieces

Tostitos are already a crowd favourite through the holidays, in line with Welsh, so launching a {custom} activation through the closing quarter of the 12 months was a no brainer. By making the most of the chip’s seasonal recognition, Tostitos needed to point out audiences that there’s extra right here than simply party-time chips and dip.

“We all know that after the vacations, customers are inundated with leftovers, however might not wish to eat the identical meal for days on finish,” Welsh mentioned. “With that in thoughts, we needed to assist customers reimagine what their leftovers could possibly be. Tostitos is a flexible canvas—it has the power to boost any recipe, huge or small, and create a brand new culinary expertise.”

Past what was featured through the first 4 sponsored episodes of “America’s Check Kitchen: The Subsequent Era,” followers might additionally tune in to a particular Amazon Stay “companion” at-home cooking present that showcased extra recipes and enabled viewers to straight store for the chips as they watched.

For our half, the Amazon Advertisements workforce was thrilled to deliver these sustainable meals practices to life as a result of meals waste is a worldwide drawback that’s not mentioned sufficient. The USDA experiences that meals waste is estimated at between 30% and 40% of the meals provide within the U.S. alone. What’s extra, findings from our millennial and grownup Gen Z survey with Kantar reveals that one in three respondents are extra prepared to spend if a model’s values align with their very own, with 39% saying they might spend extra if a model practices sustainability and presents extra sustainable items or providers.

Are you entertained?

When promoting can tackle an vital challenge, current a well timed answer and entertain—it’s an across-the-board win. The Tostitos cross-property marketing campaign enticed new clients with 54% of Tostitos gross sales within the Amazon retailer through the marketing campaign coming from new-to-brand purchasers, in line with advertiser offered information.

The {custom} activation even included rewarded adverts that ran throughout Hearth TV through Amazon’s Characteristic Rotator, in-line banners and screensavers, all of which compelled viewers to look at the vignette to earn credit for the Amazon retailer. By integrating this marketing campaign’s intent throughout a wide range of Amazon’s properties, Tostitos was in a position to organically construct consciousness and model affinity, whereas additionally making a seamless and fascinating path to buy for customers.

“In bringing this marketing campaign to life, it was vital to the Tostitos model that the execution was seasonally related, solved an actual drawback for customers and leveraged the model in an genuine and credible means,” Welsh mentioned. “From the beginning, the collaboration got here collectively as seamlessly as chips and queso.”