Looking to reel in new toy consumers, Hasbro recently ran two ad campaigns on Amazon’s Prime Video streamer that together generated more than 14 million impressions for its Peppa Pig and Play-Doh brands. 

The results are part of a case study conducted by the Amazon Ads division, which analyzed Hasbro testing out its services with two six-week campaigns from February through March. Both Peppa and Play-Doh were classified as run-of-service ads, meaning they ran on Amazon Originals and licensed third-party content during pre- and mid-roll ad breaks. 

Hasbro kicked things off first in the UK with Peppa Pig, which reached seven million users through the streamer’s ad tier. What’s more valuable to Hasbro is that during this six-week period, 68% of Peppa Pig product purchases on Amazon were new to the brand. The toyco also saw a 21% increase in branded searches, and an 18% increase in Peppa toy sales overall, when compared to the same months the previous year. 

Experiencing early success with Peppa, Hasbro then launched its Play-Doh ads to see if it could recreate the results in the US market, says senior director of global media Jennifer Burch. After this six-week run, Play-Doh’s campaign had reached 7.2 million shoppers, 79% of whom were brand-new customers. According to the study, the Play-Doh brand saw a 6.4% higher purchase rate by customers who viewed the Prime Video Ads, compared to those who only saw sponsored ads on Amazon’s e-commerce site. 

“Streaming is a critical channel for [Hasbro] in terms of how we want to grow our brands because it allows us to make data-driven decisions to align targeting to message, while also giving us the chance to measure business outcomes versus just media metrics like reach, impressions and video completion rates,” says Burch.