Amazon is a household name, but the scale and capabilities of its upper-funnel advertising solutions aren’t as well known, especially among advertisers that don’t sell on Amazon.com. Amazon Ads wanted to cut through with a campaign that would reach marketers with memorable messaging and a gamified experience. Key objectives included:
Amazon Ads collaborated with Business Insider and its in-house content studio, Insider Studios, to create a campaign that would raise brand awareness for Amazon Ads and demonstrate the wide spectrum of touchpoints for brands to engage with their audiences.
Insider Studios demonstrated this scale through an interactive video that lets viewers experience for themselves how consumers interact organically with Amazon Ads throughout their days in a fun, impactful way.
Enter Tucker, the fun-loving Golden Retriever.
The team leaned into the Business Insider audience's over-indexed affinity for pets to create an “An Advertising Tail”: A choose-your-own-adventure, first-of-its-kind, interactive video that uses the universal appeal of a cute dog — and a dynamic interactive platform — to engage viewers for Amazon Ads.
Amazon Ads’ channels and products touch every nearly aspect of consumers’ daily lives — from streaming and podcasting to gaming and package delivery. Insider Studios wanted to demonstrate this scale through a first-to-market interactive video that would let viewers experience for themselves how consumers interact organically with Amazon Ads throughout their days. But they needed a story that would stand out.
For inspiration, the team turned to Business Insider’s proprietary data to examine the affinities for key audiences for Amazon Ads. They found they were 3.7x more likely than the general Business Insider reader to have an affinity toward pets, and almost half of all BI readers have a dog in their household.
These insights led the team to cast a dog as the main character in their story, knowing it would be an attention-grabbing angle for a B2B message and have a strong appeal to the target audience.
The project came with a few challenges:
To ensure maximum visibility for the program, Business Insider published the video on an interactive page on-site and promoted it across Business Insider’s powerful network of channels, including social promotion on Facebook, Instagram, LinkedIn, and X — and high-impact video units (including cutdowns from the video), which all intended to reach key audiences for Amazon Ads.
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