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Introduction
For Amazon Prime Day 2024 event (July 11-12), I had the opportunity to lead the design of a comprehensive cross-brand store for Newell Brands. The store was live from June 6 to July 31, featuring promotional banners and sections dedicated to our outdoor, home & kitchen, and baby brands, including Contigo, Coleman, Sistema, NUK, Campingaz, and Breville.
Project Goals
To enhance brand visibility across multiple categories during a high-traffic event.
To drive consideration and conversion for our home & kitchen and baby product lines.
To leverage a 'halo' effect to boost traffic and sales in our outdoor category.
Challenges
High Competition
Amazon Prime Day is a highly competitive event with numerous brands vying for consumer attention.
Cohesive Branding
Ensuring consistent and cohesive branding across a wide range of products and categories.
Traffic Management
Effectively driving and managing traffic to the brand store during peak and off-peak times.
Solutions
Strategic Design
Created visually appealing and user-friendly designs that highlighted the unique features of each brand while maintaining a cohesive overall look.
Targeted Activation
Deployed a $100K A&P (advertising & promotional spend) budget to drive traffic via DSP (demand-side platform) in the lead up, during, and after Prime Day (lead out) to maximise reach and engagement.
Performance Metrics
Focused on key KPIs, including ROAS (return on ad spend) and conversion rates, to measure and optimise the effectiveness of our efforts.
Home
Outdoor, Home & Kitchen, Baby
Results
TOTAL
$6.4M
+23% YoY
LEAD UP
$1.4M
+307% YoY
PRIME DAY
$4.7M
+6% YoY
LEAD OUT
$373K
-16% YoY
The Amazon Prime Day 2024 event for Newell Brands, spanning from June 6 to July 31, delivered strong results across multiple categories. Key achievements include:
Revenue Growth
The campaign generated a total of $6.4M in sales across EMEA, marking a 23% YoY (year-over-year) increase.
Promotional Success
Promotional sales exceeded expectations, achieving 108% of the previous year's performance.
Lead Up Phase Excellence
The lead up phase contributed $1.4M in sales, reflecting an impressive +307% YoY growth.
Category Highlights
The Writing and Outdoor & Recreation categories were standout performers, with the Writing category experiencing a +69.6% YoY increase in total COGS (cost of goods sold).
Efficiency in Execution
The campaign achieved 91% of the forecasted COGS and 90% of forecasted units. This indicates strong alignment between planning and execution, with the project closely meeting its targets.
Post-Event Insights
Although the lead out phase showed a -16% YoY decrease, this was anticipated given the focus on driving sales during the event itself.
Overall, the project was a success, demonstrating effective design, planning, and execution that drove significant growth across multiple categories. Future efforts will focus on addressing category-specific challenges and enhancing post-event performance.
Next Steps
Building on the successes and learnings from the event, the following next steps are to be conducted to optimise future events:
Refine Category-Specific Designs
To focus on enhancing the visual strategy for underperforming categories, like Baby products, by creating more targeted and compelling design elements, while building on the successful designs used in high-performing areas like Writing and Outdoor & Recreation.
Elevate Post-Event Creative
Develop engaging post-event visuals and campaigns that sustain customer interest, utilising personalised design approaches and innovative layouts to drive continued sales after the main event.
Prepare for October Prime Day
Leverage insights from the July event to refresh and optimise the design of the cross-brand store and promotional assets, ensuring that creative elements are aligned with customer behavior trends and ready to capture attention during the upcoming October Prime Day.
By addressing these areas, future campaigns can not only replicate the successes of Amazon Prime Day 2024 but also build on them to achieve even greater results in subsequent events.
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