Generate brand awareness to reach Generation Z, focusing on two countries: Spain and Germany, using two 15-second video creatives.  

Since the campaign was for branding, the measurement KPIs were VCR (video completion rate) and CTR (click-through rate), with target figures of 90% VCR and a CTR above the market benchmark. 

As we had two 15-second creatives (one more lifestyle-oriented and the other very sports-oriented), we rotated both, allowing the algorithm to prioritize the one that performed best.  

Additionally, we planned the campaign to last 75 days so that the algorithm could learn and optimize according to the objectives. 

Regarding segmentation, we combined: 

• Untargeted, as one of our main objective was to achieve the widest possible reach. 

• Targeted: more oriented towards our buyer persona, combining 3 audiences: 

• • IM (InMarket) audiences. 

• • LS (Lifestyle) audiences. 

• • Audiences targeting our main competitors (both brands and specific products). 

Since the creatives were for branding, we redirected users who clicked to the Amazon Brand Store.