Make Amazon the key lever for the brand's biggest highlight of the year
more visitors on the Brand Store during the Brand Event vs. the previous year
orders on Store pages with clues vs. pre-Brand Event average
sales on a selection of push products through looks vs. pre-Brand Event average
Context
For Halloween 2024, NYX Professional Makeup chose to immerse consumers in the world of supervillains, blending artistic makeup with iconic products to create a memorable experience.
The story? One of the supervillains has stolen Halloween, and it's up to you to uncover the culprit! Consumers are invited to investigate by browsing the Amazon Brand Store, discovering the supervillains, clues, and their alibis.
Our mission? To deliver an immersive and interactive experience on Amazon, similar to what is offered on social media and the e-commerce website, in order to engage and convert consumers redirected to the Brand Store through multiple off-Amazon activations.
Our action plan
Reflection Phase: Designing a shopping experience that combines investigation and storytelling with Amazon’s best practices.
Strategy & Execution: We chose the Brand Store to channel traffic toward immersive pages. The brand banner was used to enhance event awareness.
User Journey: Structuring the investigation around storytelling and conversion by integrating two key UX dimensions, the purchasing process and Amazon best practices.
Rebranding of the Store Home Page with Video modules to make the experience captivating, Hover modules to encourage interaction, and Tutorial templates.
Creation of innovative event pages that transform Amazon's static modules into a unique interactive experience. Customers could accuse the supervillain of their choice, unlocking a different reveal.
Measuring results to provide an overall performance assessment of the event, through an in-depth analysis of activated sources (external, Amazon Ads, and organic), as well as traffic and engagement on products and the store.
The results
The results analysis shows that by combining a creative approach with a focus on conversion through product highlights, we achieve a significant impact on the sales of promoted products, as well as on traffic and conversion through the Amazon Brand Store.
+2186% visitors on the Brand Store during the Brand Event vs. the previous year
+223% orders on the Store pages with clues vs. pre-Brand Event average
+100% sales on a selection of push products through looks vs. pre-Brand Event average
