From Prime Video to Purchase: How Philips OneUp Made Full-Funnel Marketing Measurable
Building awareness for an emerging product category requires more than visibility. To introduce Philips OneUp to UK consumers, Oceanwing collaborated with Versuni, Amazon Ads, and Media Direction OMD on a full-funnel campaign combining Prime Video, Online Video, Display retargeting, and Sponsored Ads to connect brand awareness with purchase intent.
+5 pts
Brand Awareness Lift
+92%
Branded Search Growth on Amazon.co.uk
+177%
Sales Uplift on Amazon.co.uk
The Challenge
Introducing Philips OneUp to UK consumers meant more than promoting a cleaning product. Versuni needed to build awareness of the emerging eMop category, demonstrate the benefits of upgrading from traditional mops, and turn consumer interest into purchase consideration.
The challenge was to connect brand-building with lower-funnel retail media, creating a measurable path from discovery to purchase.
Category
Platform
Amazon
Type
Brand
Date
October 29, 2026
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Strategic Approach
Working alongside Versuni, Amazon Ads, and Media Direction OMD, Oceanwing supported a connected full-funnel approach combining high-attention video advertising with retail media to engage consumers throughout their journey.
Building awareness through video. Prime Video Interactive Video Ads and Online Video introduced Philips OneUp to consumers, communicating its value and building interest in the emerging category.
Sustaining engagement across touchpoints. Display retargeting on and off Amazon helped reconnect with audiences beyond their initial video exposure.
Connecting awareness with shopping intent. Sponsored Ads extended the strategy into the retail environment, reaching consumers closer to purchase.
Amazon Marketing Cloud (AMC) audience insights helped connect campaign stages and support sequential storytelling across touchpoints, linking brand discovery with purchase consideration.
Results: Measuring Impact Across the Funnel
- Stronger Attention: Prime Video delivered 3.5× higher attention than the alternative digital environments tested in the Lumen study and 2× higher attention than Linear TV, alongside a 98% video completion rate and a 6-point increase in ad recall.
- Greater Brand Awareness: Brand awareness increased by 5 percentage points among ad-exposed viewers compared with non-exposed audiences.
- Increased Consumer Interest: Philips OneUp branded searches on Amazon.co.uk grew by 92%.
- Sales Growth: Philips OneUp achieved a 177% sales uplift on Amazon.co.uk, with 732K clicks generated across the funnel.
- Cross-Channel Impact: Audiences exposed to both Prime Video and retail media campaigns showed a 2.5× higher purchase rate, highlighting the potential value of connecting brand-building with performance advertising.
Key Takeaways
- Create demand before capturing it. For emerging categories, communicating the value of a new solution is essential to building consumer interest and purchase consideration.
- Connect brand-building with conversion. A coordinated full-funnel strategy helps brands engage consumers throughout their journey rather than treating awareness and performance as separate objectives.
- Measure success at every stage. Combining attention, brand lift, search trends, and sales metrics provides a clearer view of full-funnel effectiveness beyond final conversions alone.
Ready to connect brand awareness with retail performance?
Discover how Oceanwing can help your brand connect brand-building and retail media through a full-funnel Amazon advertising approach.
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Advertising Continuity & Restructuring
- Identified untapped demand: Leveraged data analytics to uncover high-potential niches within the declining category, such as “immune support for active lifestyles.”
- Benchmarked competitors: Analyzed rivals’ gaps in keyword targeting and content to carve out competitive advantages.
Budget Reallocation & Day-Parting
- Identified untapped demand: Leveraged data analytics to uncover high-potential niches within the declining category, such as “immune support for active lifestyles.”
- Benchmarked competitors: Analyzed rivals’ gaps in keyword targeting and content to carve out competitive advantages.
Budget Reallocation & Day-Parting
- Identified untapped demand: Leveraged data analytics to uncover high-potential niches within the declining category, such as “immune support for active lifestyles.”
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Oceanwing × Versuni × Amazon Ads × Media Direction OMD
