CHAPTER 4
Commerce ever after
Do you consider yourself to be a left brain or a right brain marketer? Modern brand storytelling is both an art and a science – but are you making the most of the opportunity?
CHAPTER 4
Commerce ever after
Do you consider yourself to be a left brain or a right brain marketer? Modern brand storytelling is both an art and a science – but are you making the most of the opportunity?
Up to this point we’ve talked a lot about storytelling techniques to build relatability and trust (36%) and stronger connections with customers (28%), but marketers also agree that effective storytelling has the power to help win new customers (82%) and encourage repeat purchases (71%) as well.
With these things in mind, placing the final measurement piece of the puzzle is key. 64% of marketers put acquiring new customers as the clearest measure of achieving stronger customer connections, followed by more repeat purchases (49%).
Innovations like QR code integrations and voice-activated follow ups connect narrative content to commerce and drive performance – showing that when done effectively, storytelling can deliver on all fronts.
As we look ahead to the next 12 months, more brands (79%) plan to prioritize brand storytelling over performance-driven advertising – but the storytelling doesn’t need to be limited to awareness driving channels and formats.
“Knowing the audience is one thing, getting the creative right is another...”
Telling an end-to-end story
Storytelling has a role to play at all stages of the marketing funnel. Increasingly, more and more advertisers are finding value in building narratives to close the loop between awareness and purchase and deliver on performance outcomes. That’s supported by 80% of marketers who agree that effective storytelling has a positive impact on the performance of campaigns compared to those that are less story-driven.
Meeting UK customers on the journey from content to commerce, Pernod Group’s Jameson whiskey brand was able to link awareness and conversation around Jameson Black Barrel product credentials with an ultimate conversion to sales.
By matching the brand’s personas to audiences through Amazon Ads insights, Jameson used Amazon Ads’ interconnected solutions to develop a full-funnel strategy that leveraged each channel’s unique attributes and role in the customer journey.
To establish an emotional connection, Jameson reached these audiences through their passion points on Amazon Freevee and the Autumn Nations Series on Prime Video – using quality, big screen streaming TV environments to ensure that the brand’s premium cues highlighted in the videos were fully viewable and enjoyed at scale.
To further extend reach, Jameson also leveraged Amazon DSP with video and display ads to engage audiences on Amazon and selected third-party publishers, and drive them to the product display page on Amazon.co.uk to find out more. Customers who had browsed but not yet purchased were then re-marketed with lower-funnel creative using Amazon DSP to move from consideration to purchase.
In what was the brand’s first full-funnel activation with Amazon Ads, the multichannel strategy delivered a big impact both on and off Amazon. The Streaming TV ads delivered a 98% completion rate (exceeding Amazon Ads internal benchmark) and a strong return-on-investment across offline and online sales, with a 31% uplift versus Circana benchmarks (81% uplift in offline sales*). [9]
Top tips
Closing the loop to commerce
Combine personas and insights to understand audiences with a propensity to buy
Connect your online and offline activity to tell an end-to-end story that can meet objectives at all stages of the funnel
Get creative with interactive features like QR codes and voice-activated follow ups to measure what’s working and what’s not working
Continue the journey...
