To ring in the New Year, our Amazon Brand Innovation Lab team helped MaryRuth's embrace a Tiktok trend where people were creating mocktails with MaryRuth's liquid supplements. But we couldn't just jump on board in a basic social media way. We pushed their brand to new levels crafting elegant photography, videos and more for 10x mocktail recipes. Then we hosted an all day Amazon Live event culminating in a "girls night" mixer with some of the largest wellness influencers.
Results
Amazon Ads: Case Study – "NTB customers that were exposed to the campaign had a +174% spend than NTB customers that were not exposed" Also led to the highest-selling month in the company’s history.
“The campaign results have been remarkable. We’ve seen significant increases in brand awareness and customer engagement. The team’s dedication to understanding our brand and objectives impressed us the most." — Corin Prystal, senior director of e-commerce, MaryRuth’s.
CAMPAIGN EXECUTIONS
We made a lot. Streaming TV, OLV, 5x recipe videos, social, photography, banners, interactive FireTV ads, in-store displays—all driving to a custom Amazon.com recipe hub where customers could shop the products for 10x healthy mocktail recipes.
Amazon Live
We collaborated with celebrity/influencers Hannah Bronfman, Brynn Whitfield, Mya Allen & Devyn Simon for an all-day Amazon Live wellness retreat. Three live events throughout the day brought the community together around approachable wellness, culminating in a live girls mocktail night.
MaryRuth's Mocktail Hub
Every piece of the campaign was fully connected, driving traffic to a beautifully designed interactive landing page—the kind of UX you wouldn't normally expect on amazon.com. Yes, this was built straight into the Amazon app and amazon.com.
CW: Victoria Spagnuolo CD: Jason Gold Producer: Rad Olievschi Design Director: Joseph Dasaro Design + UX: Robert Suta Design Technologist: Hanna Arfine Solutions Managers: Andrew Haynes, Roey Feuerstein, John Domesick Strategist: Simge Okut
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