Challenge
Hasbro's beloved Peppa Pig was losing its edge with UK parents as preference shifted toward brands with modern storytelling. Though top-funnel campaigns were driving awareness, the brand struggled to sustain interest and sales. Kepler was tasked with boosting favorability and purchase intent among parents to get Peppa back on her feet.
Solution
We designed a campaign to boost preference, intent, and sales among preschool parents, using our strong partnership with Amazon to get early access to Prime Video and stand out in a less crowded space. With Amazon Marketing Cloud, we tracked the full journey from brand awareness to sales, showing that brand-focused ads drive results across the funnel. We reached parents with young kids, retargeted those already engaged with the brand, then served targeted ads to drive conversions.
“Retail media-powered video will continue to be a key part of our strategy, and it continues to be a joy every day to partner with Hasbro and stay at the forefront of Amazon's advertising offerings.”
Zachary Ricchiuti, AVP, Client Solutions at Kepler
Results
The correlation between promotional films and entry-level advertisements, such as Kepler's contributions to the Play-Doh series in the US sphere, demonstrated such potency that it informed Hasbro's market launch tactics across all their brands.
6.9M
Unique Reach
“For Hasbro, it was an easy activation and a great way to increase our consumers’ exposure to multiple ad formats. Prime Video drove largely unduplicated reach and brought new consumers into the purchase journey, allowing our lower-funnel efforts to be more efficient."
