2023 Nissan ariya
Web & Interaction Design, Content Creation , Illustration
The Client
Nissan has been a steadfast, growing partner the last 3 years, executing across platforms from always-on display ads to high impact custom opportunities on Amazon’s homepage and Amazon boxes. We started discussing ways to launch the Ariya – Nissan’s all new, battery-electric SUV in 2020, but due to the pandemic, the launch of the Ariya was pushed back two years. When Nissan came back in 2021 to ideate on ways to announce this all new vehicle, we were excited to propose a comprehensive media program across Amazon’s properties to amplify and excite customers.
The Opportunity
Amplify the launch of the all new 2023 Nissan Ariya, reaching Amazon customers at every touch point. This program needed bar-raising custom creative as part the $7.2MM campaign on Amazon, illustrating the duality of the Ariya experience. This involved hand-illustrated Whole Foods grocery bag designs and an adaptive Amazon landing page with a toggle function – letting users switch between "fierce vs. refined" and "elegant vs. exhilarating" moods. This campaign included Streaming TV, Twitch OLV, Fire TV and Takeovers, Amazon Display, home page video media placements.
The Results.
This was Nissan’s highest single campaign spend to date with Amazon Advertising ($7.2MM). The campaign's success showcased my ability to work strategically and tactically, driving creative alignment not only within Amazon Ads but also with Nissan and Critical Mass. Achieved results with 150M impressions, 466k total clicks, a strong 50 second Dwell Time, and a 0.31% click through rate. The ARIYA campaign strongly outperformed Kantar Vehicle campaign norms in all Metrics, including Aided Brand Awareness, Ad Awareness, Brand Favorability, and Purchase Intent.