The Challenge
The blender category had historically always seen substantial growth, even pre-pandemic. During the pandemic, growth was explosive, and (like most advertisers), we struggled to keep up the momentum in 2022. Competition was incredibly fierce, necessitating the use of more promotions than we’d like, which eroded margins and added even more pressure to the campaigns.
Additionally, prior to 2023 the video budgets lived in a separate team/agency, making it difficult to build awareness on Amazon properties in what we knew were some of the most engaging products – Streaming TV and Twitch. This also made usage of AMC more limited in value prior to this campaign.
