"Over the last three years, Amazon Ads has mapped an incredible trajectory - robust year-over-year growth, elevation to the brand's 2nd-most profitable vertical outside e-commerce, and the newfound strength to take on the long-established competitors in the category. But the biggest challenge still lay ahead, in the form of an audience our brand has never courted before: small business owners."
"We had to convince this hardworking cohort of entrepreneurs that our corporate competitor could actually play the role of colossal collaborator. As with everything else we do, the answer came back to customers. Our company prides itself on a relentlessly customer-centric mindset; in every metric that matters, our brand reputation backs that fact up. Now, we had to prove that we could serve customers in a whole new context - serving them to small business owners who needed the right ones, right away."
"We'd need a powerful story that would land fast and hit hard. Our answer was 'Ads that work as hard as you do' - a campaign platform that promised small business owners we saw them, we heard them, and we had the exact customers for them. The line spoke to both efficacy and partnership, honoring their hard work and promising to match it every step of the way."
Amazon Ads achieved robust year-over-year growth and became the brand's second-most profitable vertical outside e-commerce, gaining strength against established competitors. The brand targeted small business owners—a massive audience of 30 million representing over 99% of U.S. businesses—who work long hours and require marketing that delivers immediate results. The strategy centered on a customer-centric promise to prove capability in a new context for small businesses. The campaign platform 'Ads that work as hard as you do' communicated efficacy and partnership, promising to see and hear owners and to deliver the exact customers they needed to grow.
Read at The Drum
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