Huggies is one of the top three baby diaper category players, as well as one of the top three diaper brands preferred by consumers in India.1 To reverse a declining trend in the share of new customers, the brand worked with the Amazon Ads team to develop a robust full-funnel strategy.
From September to December 2021, the campaign on Amazon DSP ran for 12 weeks and delivered 90 million impressions with a reach of 25 million impressions. The video completion rates for the campaign were on par with category benchmarks at 80%, while the cost per video completion was 20% better than the category benchmarks. For static creatives, the click-through rate was 0.43%, on par with category benchmarks. The brand also witnessed an increase of 2.65% in branded searches for “Huggies”.2