Amazon Advertising S.M.A.R.

T Challenge
Round 2: Case Study
Team Rokush
Q1) Define objectives of your digital marketing plan.
A1) Our digital marketing plan would serve three objectives:
 Reaching new customers by raising category awareness (air polution and its ill effects) and brand awareness
(Oxifiltr air purifiers as a solution)
 Getting shoppers already interested in buying air purifiers (or similar products) to add Oxifiltr to their
consideration set – building brand presence by ensuring the brand’s messaging reaches shoppers already
browsing for air purifiers
 Driving sales of Oxifiltr purifiers by engaging with and converting customers having a high purchase intent

Q2) Who is your ideal customer and what communication do you plan to send across to them.
A2) Ideal Customer: SEC A or SEC B parents falling in the age bracket of 32-49 with young children in cities with an Air
Quality Index (AQI) ranging from 50-200 in value.
Communication will address top barriers to purchase – lack of awareness and questionable efficacy
 Establishing need: Over 30% (2.5mn) of all annual deaths in India can be attriubuted to air pollution 1 . 44% of
these are caused by indoor (or household) air pollution 2
 Conveying benefits: Oxifiltr brings safety to your home by reducing airborne contaminants including viruses 3 ,
and eliminating harmful chemicals & allergens from indoor environments

Q3) Which digital channels will you leverage to reach your customer and why?
A3) We’re looking to reach customers at three different stages of the marketing funnel:
 For customers new to the category, we will use high-impact video ads across Streaming TV platforms, YouTube
and Social Media apps (Facebook and Instagram) to convey the need for air purifiers in cities with poor AQI.
Video ads are capable of effectively conveying product necessity, ease of use, and potential health and social
benefits.4
 For shoppers already interested in air purifiers, given the aggressive digital launch, we will use Search Engine
Marketing on both Amazon and search engines like Google. Pay-per-click (PPC) results gain 50% more
conversions than organic ones. Oxifiltr ads shown above organic search results will bring more visibility and
instant brand exposure and recall for target users.
 Customers with high-purchase intent – These are customers who are hovering around on Amazon, have
probably already visited our product page, and are likely to make a purchase soon. We will use advertisement
tools available on Amazon itself to ensure that they convert.

Q4) Assuming you have a budget of Rs. 1 crore to spend on your online launch which is due in the next 1 month, come
up with a high level digital media plan to build brand awareness and drive market share in the air purifier category.
How will you measure success of your media plan?

A4) To meet the defined objectives via the channels shortlisted, we will adopt a full funnel strategy as follows:

1. [Link]
2. [Link]
3. [Link]
4. [Link]
1. Retail & Brand Readiness: We will ensure that we’re retail ready.
a. Our product detail pages have to be error free, and the images and videos used should accurately depict
Oxifiltr and its features.
b. We also need reviews and ratings to stack up against competing products and build trust. For this, we
will enrol in Amazon’s Vine program at no additional cost5.
c. Additionally, we will use Enhanced Content to create a positive customer experience. It will include
product images and videos taken in a family setting along with a description of different features,
benefits and comparison tables. Example: Bacteria mode, Allergen Mode, & Low Noise.
d. Our brand store, featuring all filter variants and their features, will also be set up.
e. Metric: Conversion Rate (CR).

2. Drive purchase: We will target the low hanging fruit - shoppers with a high purchase intent.
a. These shoppers spend time browsing through the Amazon search result and product detail pages. We
will use sponsored products to nudge them towards our product when they search for “air purifiers” or
something similar. We will test different combinations of CPC bids and target keyword combinations
(including automatic targeting) to find the optimal strategy.
b. We will also use sponsored display to engage with customers who have already viewed our product or
who are browsing other products in our category.
c. Metrics: click-through rate (CTR), unique visitors, and return on advertising spend (ROAS).

3. Brand differentiation: We will set our brand apart from peer products and stand out in the category
a. We will use sponsored brands along with sponsored product to provide visibility and easy product
discovery to a shopper who is not searching for any particular brand.
b. Additionally, we will use product targeting to run placements on our own product pages across
categories to make the shopper aware of the new release.
c. Metrics: CTR, detail page views, branded search index as metrics to check our progress.

4. Building awareness & consideration: In this stage, we will aim at making the shopper aware of our brand
a. We will create touchpoints with active researchers through Amazon DSP and sponsored brands video.
The latter will be used to drive traffic to the store page to educate the [Link] advertising messages
will address key pain points, highlight an interest or answer a question for consumers.
b. Additionally, we will use streaming TV ads to showcase out brand alongside IMDb TV Original hit shows
and movies, and live sports6.
c. We will bid on broader shopping queries (e.g., ‘home electronics’) and target in-market audiences.
d. Metrics: impressions, CTR, and brand store views.

Duration of the campaign: 3 months

Type of Ad Assumptions Calculation
Sponsored Products Refer to Appendix 32,76,800 INR
Sponsored Display 22,00,000 INR
Sponsored Brands 20,13,200 INR
Amazon DSP 5000 EUR per month 13,00,000 INR
Streaming TV ads 300 INR CPM 11,40,000 INR
Amazon Vine Basic level enrollment (<5 ASINs) 0 INR
Total 1,00,00,000 INR
Q5) What challenges do you foresee in your digital marketing plan for the launch of the product?
A5) The primary challenge in our digital marketing plan is the lack of ratings and reviews for our products. This puts us at
a disadvantage (compared to competitors) in key areas like search rankings and customer trust. Additionally, because we
have just entered this segment, we have insufficient data on the keywords and strategies that work. The time taken in
learning this through trial-and-error will affect sales.
Air purifiers are still considered a premium product in India, so we can expect a greater resistance to purchase compared
to conventional advertising. This could render our advertising campaign ineffective until awareness and adoption picks
up.
Appendix

Sponsored Products Estimation

Sharp Monthly Air Purifier Sales 2019 15000

CAGR of air purifier sales in India 28%
Monthly Sales in 2021 24576
Target sales over 3 months 73728
Average Conversion Rate 9%
Number of Page Views Required 819200
CPC 4
Total Cost 3276800

Streaming Estimation

Total Number of Prime Video Users in India 38000000

Percentage of audience targetted 10%
Audience Targetted 3800000
CPM 300
Total Cost 1140000