From February 2016 to October 2021, I worked as a (Senior) Key Account Manager within the digital-/Amazon Unit at ProSiebenSat.1 PULS4, one of the biggest TV broadcaster and online publisher in Austria. While concentrating on supporting the growth of the first amazon advertising within the first few years, I soon took over the lead in sales operations and enabling new digital products.
One of my notable projects during this time was the campaign and website setup for the relaunched Mazda CX-5, which marked the first ever launch and sales of an Austrian landinpage directly on amazon for a non-endemic clients. The KPIs were hereby exceeded and the client was left satisfyingly upgrading for the next Amazon campaign.
Summary
For this campaign, I successfully acquired Mazda as a direct client and sold both, the initial campaign and the first-mover landingpage, as well as took over the project management of the creation and coordination with the client, amazon and the agency.
My responsibilities included:
- Client Acquisition and Sales
- Pricing and Coordination: coordination with amazon for pricing in Austria and marge analysis
- Strategy Setup: Developing a comprehensive strategy to run campaign and landingpage
- Reporting and Optimization: setup tracking and management of landingpage and analysed/reported to client for optimization
- project management: took over the draft/mockup, wording and setup of the landingpage with Mazda assets provided by the client and coordinated go-live with amazon.
Details
Campaign Objectives:
- Leads: benchmark of conversions rates in phone calls and website visits
- Sales Uplift: long-term goal was test-drives and sales of the new model CX-5
Approach:
- Lifestyle Targeting: Used amazon data to target specific audiences crosschannel on amazon and AAP (ad network), concentrating on high income individuals and families with relevant buying intent, as well as amazon users searching for car replacements and products indicating a soon car acquisition.
- Audience Re-Targeting: Retargeted the audience engaging with landingpage and crosschannel ads
Audience approach:
- Target Audience: Amazon Users following a certain lifeytime segment approach indicating they use certain media, are high value byuers, family withkids and automative fans, etc.
- Creative Strategy: Engaging Video and display ads, focusing on attention seekig big size ads and HTML5 integration
- Amazon landingpage: all information needed for lead generation or buying decision should be provided in the typical Mazda CD/CI within a single A+ product page within the amazon plattform and app.
Results
- Lead Uplift: Generated phone calls exceeding the goal of the client
- Brand awareness: the firs mover campaign had a high reach in press and media along with high adimpressions served throghout the campaign.
