As part of a drive to create more engagement in the Campania region of Italy, Amazon became a Global Partner
of Napoli Football Club for 2 seasons. And I created OLV and social content for the partnership.
Season 21/22 included content to promote 4x “Napoli Moments” gift cards which are sold on amazon.it.
Stats:
• 21K+ views across all socials
• €196,482 worth of sales as a result
• The content drove 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.
Stats:
• OLV’s had 2.5M views, 175K Insta Stories views & 66K Facebook views
• 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.
Stats:
• When the OLV went live, it garnered over 5.5MM views, totalling 132.2K hours of watch time with an average viewing time of 86”
• Considering that the all content was primarily targeted towards the Campania region only, these are great results
