According to new research from Amazon Ads with Environics, the most important issues for consumers globally are health and safety, climate change, and leading a healthy lifestyle. The environment is top of mind for many, with 62% of those surveyed stating that sustainability has become more important to them in the past three years.
Supporting eco-friendly values
One way consumers are striving to be more eco-conscious is by minimizing food waste. According to a 2021 United Nations report, household food waste totals nearly 570 million tons each year, and estimates suggest that 8% to 10% of global greenhouse-gas emissions are associated with food that is not consumed. We’ve all thrown out leftovers or tossed the spinach that we promised ourselves we’d eat this week—food that could have been consumed or repurposed. Nutribullet wants to change that.
An innovator of the personal, single-serve countertop blender, nutribullet has over 80 million customers worldwide. Nutribullet’s minimalist, made for on-the-go design makes nutrition fun, quick and easy, while trying to help customers reduce food waste. “Reducing food waste by creating smoothies at home is just our first step as we try to develop more environmentally conscious offerings,” says Adam Klein, senior director of ecommerce at nutribullet.
Nutribullet was looking for ways to amplify its brand and reach new audiences in Amazon’s store—by engaging not only audiences interested in healthier lifestyles, but also those who are environmentally conscious. The brand’s campaign objectives included growing new-to-brand customers and incremental purchases.
Reaching the right audience
The nutribullet team turned to Amazon Ads to help discover, create and enrich its audiences with curated Amazon lifestyle audiences. “Amazon Ads helps agency planners and marketers drive brand discovery with relevant audiences,” says Sunny Youn, head of global agency analytics and insights at Amazon Ads. “With aggregated, cross-category shopping insights, we can help brands reach audiences who are interested in broad themes, such as eco-friendliness and health and wellness.”
In the past, TV media buyers have relied heavily on demographics, but Amazon Ads research has shown that behavioral audiences outperform demographic audiences on Amazon and drive better consideration results. “Demographics only paint a partial picture of an audience,” says Youn. “With lifestyle audiences, we help brands understand browsing, buying, and streaming trends across Amazon.”
Together, Amazon Ads, nutribullet and its agency, Teikametrics, set up an audience lift test to inform strategies right around Earth Day, Father’s Day gifting and the approach to summer months with Memorial Day.
“Anchoring on these shopping moments, nutribullet leaned into its brand promise around health and fitness and saving the planet’s carbon footprint, and quickly decided on exploring Amazon’s eco-friendly and healthy lifestyle audience segments,” says Anne Hamner, account executive with Amazon Ads. “We discovered that these audience segments organically overlapped with nutribullet’s core audience and displayed cross-category purchases on grocery and home products. Similarly, healthy lifestyle audiences spend almost two times more in organic, keto, Paleo, and low-salt/low-sugar food and grocery items, as well as nutritional supplements, relative to the average U.S. consumer, making it a relevant audience for the brand.”
Engaging these new audience segments proved successful, and the brand is continuing to test and learn. For example, both the healthy lifestyle and eco-friendly audiences drove more nutribullet shopping queries and product purchases in the Amazon store than demographic audiences.
By using an A/B testing strategy, Amazon Ads was able to establish the causality and validate the observed difference was statistically significant between the demographic and lifestyle audiences, assuring the results were not by chance.
“As part of our goal to drive incrementality in the Amazon store, we made the conscious effort to test broader, lifestyle audiences who would resonate with the nutribullet brand,” says Klein. “While we know that Amazon Ads is very effective at helping us reach audiences shopping for kitchen blenders, our topline sales goals require that we climb up the funnel and grow nutribullet’s sales within the category. We found these new audiences significantly outperformed the demographic audiences in driving branded shopping queries and detail page-view rates for nutribullet in the Amazon store.”
By reaching audiences based on lifestyle themes, Amazon Ads helps brands deliver more relevant campaigns, one brand at a time.
