Goals and objectives
Amazon Ads, a widely recognized brand, sought to increase awareness and understanding of its upper-funnel advertising capabilities—particularly among marketers who do not sell directly on Amazon.com.
The campaign aimed to disrupt the routine of B2B marketers with an engaging, gamified experience that would leave a lasting impression. The primary objectives included:
- Driving awareness of Amazon Ads’ full-funnel solutions
- Increasing brand favorability and consideration
- Educating B2B audiences on the breadth of Amazon’s advertising offerings
Business Insider, in collaboration with its in-house creative team, Insider Studios, leveraged its owned media platforms—including BusinessInsider.com and its expansive distribution network—to deliver high-impact messaging and reach Amazon Ads’ key audiences through a combination of editorial integration, social amplification, and premium video placements.
Surprising Insights
The campaign revealed that B2B audiences are not only open to—but actively engage with—creative, emotionally resonant storytelling. By centering the narrative around a relatable, universally appealing character, the campaign was able to cut through traditional B2B noise and deliver measurable brand impact. It also demonstrated that gamified, interactive formats can serve as powerful vehicles for education and brand lift when grounded in audience insights and supported by robust distribution strategies.