Brand Lift and increase in ad recall with Amazon Prime Video ads: Omegor

INTRODUCTION

Brand Overview

Omegor is a leading brand in the Omega-3-based dietary supplements sector, renowned for the quality and efficacy of its products. Through advanced formulations and strict production process controls, Omegor stands out by offering effective nutritional solutions to support daily health. The brand’s mission is to improve people’s well-being, with a particular focus on nutritional balance, cardiovascular health, and brain functionality.

The partnership with Kiliagon began in November 2023 with the management of the DSP tool, expanding at the beginning of 2024 to include the management of Sponsored Ads activities in five European marketplaces and the American one.

Goal

The main objective of the campaign was to increase Ad Recall and brand awareness for Omegor, fundamental KPIs for the growth of the brand’s visibility and consideration. To measure the effectiveness of the activities, a third-party Brand Lift Study provided by Lucid was used.

To achieve these objectives, video ad formats were activated through high-engagement channels: both Connected TV (CTV) via Amazon DSP and Online Video (OLV). Targeting focused on audiences aligned with the brand, without strict socio-demographic limitations, to maximize the reach and impact of the campaigns.

ACTIVITIES

 The key activities of the campaign included:

• CTV with Amazon Prime Video: Use of high-quality video formats within the Prime Video platform, ideal for capturing the attention of users immersed in the TV experience. The goal was to create a lasting visual impact and stimulate the memorability of the advertising message.
• Online Video (OLV): Distribution of video ads across wide-ranging digital channels, designed to engage the audience during online content consumption. This activity enabled the brand to reach diverse users on desktop, tablet, and mobile devices.
• Measurement through questionnaires with a control group: To verify the campaign’s effectiveness, a brand lift study was conducted through surveys with a control group. Specific questions were asked to detect increases in brand awareness, Ad Recall, and Purchase Intent, comparing results with a group unexposed to the campaign.

Campaign duration: October 1 – November 15, 2024

RESULTS

Overall KPI Performance

• Ad Recall improved by 15%, emphasizing the synergy between effective creativity and the high-impact formats (CTV) used.

• Purchase Intent recorded the highest increase, with a +12% rise, highlighting a clear propensity among users to purchase the product. Furthermore, households with children recorded increases of up to +14%.

Demographics and Media Performance

• Individuals aged 35-44 achieved the best performance in terms of Ad Recall, with an increase of +88%, corresponding to a +15% uplift in Purchase Intent.
• Looking at households, the data shows an increase in Brand Favourability by 16.8% and Ad Recall by 11.4%. This result suggests that the brand resonates particularly well with middle-to-high income brackets.

Performance by Gender

• Looking at gender distribution, there were no significant differences between men and women in terms of uplift in Brand Consideration.
• However, exposed individuals in the male segment showed an increase compared to the control group of +40% in Ad Recall and +15% in Purchase Intent.

Performance by Age

• The 25-34 and 35-44 age groups achieved significant increases across most KPIs, confirming these categories as ideal targets for future campaigns. The increase in brand awareness and Purchase Intent in these age groups suggests strong interest and purchasing propensity among young and adult users.

CONCLUSION AND NEXT STEPS

Performance analysis highlighted key segments, such as users aged 35-44 and mobile devices, on which to focus future campaigns to maximize impact. Collaboration with Kiliagon has strengthened Omegor’s market position, preparing it for new targeted initiatives to expand visibility and build consumer loyalty, while also suggesting strategies for both online and physical channels.

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