Kingston Technology

Kingston leveraged Amazon Advertising for product promotional offers during the T20 world cup’16

In March 2016, Kingston Technology, the world’s largest independent manufacturer of memory products, launched its Amazon Advertising campaign to drive visibility and sales of 8 of their products on Amazon.in. They chose to run these promotional advertisements during the widely popular cricket tournament ‘The 2016 ICC World T20’ and leveraged various targeting methods to reach out to relevant shoppers on Amazon.in.

Increased brand reach to precisely targeted shoppers

Kingston Technology, reached out to their target group using two targeting options. They focused on users who are interested in electronics such as computers, mobile phones and camera accessories. They also carefully selected a group of relevant keywords that helped reach out to the target audience. These ads appear in a prime position and the best part is that the brand only pays if the ad is clicked. Once the ad is clicked, the shopper is directed to a specific product detail page.

Evaluation of campaign performance

All brands using the advertising console have access to useful campaign performance data. Kingston Technology could see real time campaign performance metrics, such as the number of impressions, attributed sales, spends, clicks etc., that helped analyze the effectiveness of the campaign.

"We are happy to see Amazon Advertising now available in India. It has been a good value add for us to gain complete control on our on-going campaigns. Amazon providing this platform to brands like us lets us analyze live campaign performance, modify the targeting and take immediate decisions.” Vishal Parekh.

Highlights

With Amazon Advertising, more customers viewed, researched, considered and purchased Kingston.

  • The ad campaign had a ROI (Return on Ad spend) of 18X
  • The ads were viewed by over 3.5 million shoppers
  • The ads campaigns were set-up in just just 5 minutes.
What they said

“[Sponsored Ads] has been a superb tool for us to top Amazon’s search results and in increasing our brand’s visibility. Getting the shopper’s attention is now easily measurable.”

Vishal Parekh, Marketing Director, Kingston Technology - India