Procter & gAMBLE 

Accelerating brand growth:
Environmental sustainability rfp

Situation

In Q2 2023, the Amazon Ads team received an environmental sustainability RFP from the P&G Shopper Marketing team.

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Task

I was given one week to build a long-term digital self-service marketing strategy that would accelerate P&G growth for its environmentally sustainable products on Amazon.

Action

Understanding the Q2 2023 timing of the campaign I recommended launching an Earth Day-themed campaign starting in April to capitalize on the higher-than-normal Amazon.ca website traffic experienced during this time. The campaign would be aimed at educating Canadians on the few simple ways to be more sustainable at home with P&G’s earth-friendly products. I put together and presented a playbook for P&G that included this 3-part campaign strategy:

1. Prospecting: April 1st – April 21st (Lead Up)

Run static banners on the Amazon.ca website to drive consideration. The banners would feature images of P&G’s sustainable products and environmentally-focused messaging targeted at prospective customers interested in environmentally sustainable products. The banners would click through to a sustainability-themed Amazon Brand Store with the same look and feel to create continuity in the user journey.

2. Awareness: April 22nd (Earth Day Amazon.ca Event)

On Earth Day, run a static hero banner H1 placement on the Amazon.ca homepage using product shots and sustainability messaging to generate awareness of P&G’s breadth of environmentally-friendly cleaning products. With limited targeting capabilities for this placement, the ad would be seen broadly by all of the Amazon.ca visitors casting a wide net of impressions that would drive awareness. Clickthrough to a sustainability-themed Amazon Brand Store with the same look and feel to create continuity in the user journey.

3. Re-targeted Conversion: April 23rd - May 31st (Lead Out)

Run Responsive E-Commerce (REC) ads that feature all of P&G’s sustainability products. These ads would re-target audiences who clicked through the prospecting or awareness ads in tactics 1 & 2, driving a push for conversion and clicking through to the respective product detail pages.

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Result

The P&G Shopper Marketing team was aligned with the sustainability strategy and I helped to secure $300,000 in ad spend along with unlocking the opportunity for P&G to invest in similar media campaigns during other future high-traffic periods including Back-To-School, Mother’s/Father’s Day, etc. to drive incrementality throughout their upcoming fiscal year. Campaign performance metrics below:

Total Impressions: 15,739,356

Total Sales: $150,033

Clickthrough Rates:

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• Static Banners: 0.32% (based on KPI benchmark of 0.19%)

• H1 Hero Banner: 0.44% (based on KPI benchmark of 0.30%)

• REC Ads: 0.56% (based on KPI benchmark of 0.20%)

Campaign Flight Strategy Overview