Helping Amazon use TV to sell TV.

The Challenge

As more consumers were looking to cut-the-cord and find content on streaming platforms, Amazon was building their own streaming content library, called Amazon Channels. However, with more streaming platforms competing for attention, Amazon struggled to gain awareness, even among their Prime members. The goal: Increase market share and become the go-to place for TV content amongst Prime members.  

The Strategy

As other advertising drove results online, Eicoff went to work thinking about reaching a wider audience. There was an opportunity to gain prime memberships as well as content viewership. Eicoff tapped into Amazon’s epic first-party data to develop dynamic targeting, using our EiQ Analytics platform to breakout prime and non-prime members, reaching them where they currently watched content. We then created a strong TV campaign that showcased Amazon’s vast library, using our data to highlight content people want to watch as well as tapping into consumer insights: how people watch... when they watch. And, of course, how to get more people who weren’t prime members to sign up.

Outcome

Eicoff put Amazon’s epic 1st party data to work through EiQ, our proprietary analytics platform, enabling us to efficiently implement media placement. But it didn’t stop there. As the campaign rolled out, we continuously optimized, fine tuning for maximize reach - not on a weekly basis, but on a daily basis. The result, we not only saw more Amazon prime subscriptions, but more people found Amazon Channels to be their top content source.