Tata Sky’s new product Binge+ launches on Amazon.in with full-funnel branding & performance campaigns
This year, Tata Sky rolled out a new product offering – Tata Sky Binge+ which provides a one stop solution for both Live TV & OTT. Our goal was to deliver awareness and sales for this new offering on Amazon marketplace.
For Binge+, we identified 2 main audience categories: First Movers & Premium audiences. The main challenge of this amazon ads campaign was that it’s a high-ticket new product with no campaign history or ratings/reviews for the customer.
We decided to roll-out both branding and performance campaigns leveraging the entire spectrum of ad formats available on Amazon.
The plan was created keeping all the marketing funnels in mind. The overall budget was also distributed basis that. KPIs were clear from the beginning itself, which helped us spilt the budget accordingly. Approximalely 40% budgets were dedicated for branding campaigns and the remaining to performance campaigns.
For launch phase, we utilized both CPM (branding) and CPC (performance) ad formats. Role for CPM campaigns were to reach out to curated audiences which would be apt for Binge+ product and create top funnel awareness for the product.
CPC campaigns covered all the high traffic keywords with aggressive bidding on all fronts. This ensured that during high traffic sale days, binge+ was visible on all placements with a special emphasis on targeting competitor products offering the same benefits at similar price points.
Newly designed static creatives were used for branding campaigns. The creatives were the major game changers as they mentioned all the necessary details needed to educate the customers about the product.