As part of a drive to create more engagement in the Campania region of Italy, for the 2021/22 season, Amazon became a Global Partner of Napoli Football Club. And so, over the last two seasons, I have created OLV and social content.
Season 21/22 included content to promote 4x “Napoli Moments” gift cards which are sold on amazon.it.
Across social media, they garnered 21K+ views, resulting in €196,482 worth of sales. According to the Gift Carding team, sales were as expected but they content had also driven above average NewToAmazon AND new to that category lift. From 1.5x ad spend, gift card sales = E%O of 65%
At the same time, I created an OLV called, “Per chi è il regalo” (Who is the gift for?), featuring players opening numerous Amazon boxes and deciding who gets the gift inside it.
It’s had 2.5M views while on Insta Stories and Facebook, it’s currently been watched 175K and 66K times each.
The media spend was €60K with the following results:
30” views = 2,2752
Complete views = 1,163,886 – a very high completion rate of 28%
Avg. watch time was very high = 63”
Registered VTR (interactions) of 2% - higher than the benchmark of 1.2%
Recorded 160% more views than booked, optimising the CostPerView to 0.01€
The 22/23 season featured a Christmas video, that not only featured Napoli players teaming up with Amazon to help deliver smiles over the festive period, but also felt authentic to the Neopolitan people.
Translation:
With the festive season coming up, Amazon need help with delivering smiles…
The OLV was supported with social content.
Translation: Translation:
What’s better than 1 special delivery? Amazon enlisted the help of friends to
Four. Thanks Napoli. deliver smiles this Christmas.
So far, the OLV has garnered over 5.5MM views, totalling 132.2K hours of watch time with an average viewing time of 86”.
Considering that the all content around this sponsorship is primarily targeted towards the Campania region only, these are great results.