Founded in 2015, the Cross-Channel, Cross-Category Marketing team (WW-XCM) is a small, but mighty team that represents the largest marketing effort within Amazon. We focus on lines of businesses that contribute to the overall health and reputation of the Amazon parent brand and its major consumer-facing sub-brands including Prime, Alexa, and our Amazon retail brand. With management, strategy, creative, design, production, media, measurement, and research all under one roof, we operate as an quasi-agency; benefiting from seamless coordination between a wide breadth of teams working in close partnership. Our internal team ensures there is a cohesive end-to-end brand experience. We not only produce full-funnel campaign efforts and manage our always-on, organic social channels for Amazon and Prime, but also produce on-site assets and design our packaging and delivery vehicle wrappings. Our focus to build our brand foundation allows us to scale beyond our direct team and evolve our brand guidelines to make individual campaigns and events (e.g., Holiday and Prime Day) feel unique without losing our brand coherence. In doing so, we have created 35k pieces of content in 2022 and 2023. 70% of the brand work and mass advertising is done in-house and our internal teams produce mass ad campaigns including our Super Bowl, Holiday and Prime Day campaigns. This includes working with celebrities like, Randall Pak, Jon Batiste and Kathryn Hahn, to name a few. All creative is measured internally and determined successful if it shifts perceptions, drives customer behavior, and is profitable.

The aim: New Era Cap (NEC), the world’s biggest headwear brand, wanted to unlock the full potential of their ecommerce website and use experimentation to drive more revenue and create an optimised customer experience. Their objectives were clear: harness data-informed insights to eliminate guesswork in website development, boost operational efficiency, cut unnecessary spend, maximise conversion rates and ultimately revenue.

The execution: UNRVLD embedded experimentation into New Era’s business to optimise website performance across all steps of the funnel. This has enabled use of real-world data and insights into customer behaviour and preferences to drive increases in conversion rate and revenue. New Era Cap's digital innovation stands as a testament to the power of data-informed experimentation in continuous improvement in achieving substantial business growth.

The results:  Through a process of data-driven continuous improvement, we’ve optimised New Era’s ecommerce website to deliver substantially stronger financial performance and significant increases in revenue. Annual worth of the experiments documented has equated to an additional million pound revenue. This has covered the entire cost of the programme and the cost of the tool.

How does a condition go from being banished from polite conversation to being shouted from one of culture’s most prominent stages? Publicis Health Media developed a robust content strategy to shift the cultural discourse around menopause, removing stigmas to allow for greater understanding of the prevalence and impact of the symptoms of menopause on the lives of millions of women each year. As a result of this campaign, Vasomotor Symptoms of Menopause (VMS), more commonly known as hot flashes and night sweats, went from the shadows to helping to inspire a commercial parody on SNL, a cultural indication of its increased visibility in society, approaching 1 million views to date on YouTube!

Squared.io is a category-defining product: a fully automated insights and optimization platform for Google Ads. Our integrated AI Ads feature is helping advertisers quickly create and test new ad copy as well as streamline approval processes and catch human errors in ads. We continue to push the boundaries of technology in advertising to a more automated and more intelligent future, providing advertisers with innovative ways of managing both their time and budgets more effectively.

Squared.io is a category-defining product: a fully automated insights and optimization platform for Google Ads. Our integrated AI Ads feature is helping advertisers quickly create and test new ad copy as well as streamline approval processes and catch human errors in ads. We continue to push the boundaries of technology in advertising to a more automated and more intelligent future, providing advertisers with innovative ways of managing both their time and budgets more effectively.

ATOL as a brand, is well known and recognised, but one of the challenges we faced was conveying the benefits ATOL protection brings and why it would be relevant to those booking holidays. That’s why we launched a six week campaign across the peak holiday booking period of 21st December 2022 – 31st January to educate people about the importance of ATOL protection when booking package holidays. Through a joyful creative, extensive audience research and a digital campaign spanning Google Display, Programmatic Display, Google Search, YouTube, Meta, Native and Sky AdSmart, we were able to significantly exceed our awareness goals, achieving 30.5 million impressions and 143,000 clicks across the six week period. Not only did we meet our objective, there was also a huge increase in performance YoY. Compared to our 2021-2022 campaign, we saw a 93% uplift in impressions YoY, based on just a 36% uplift in budget. The result? A more informed audience who will be able to rest easy knowing their holiday is financially protected by ATOL.

In the competitive and rapidly changing digital landscape, Panasonic Connect recognised the need for a fresh and innovative website to provide an exceptional online experience for their 2.5 million yearly global visitors.

The goal? Overcome the challenges that customers face when trying to access information about high-quality products, services, and support, whilst also highlighting a new solutions architecture that uses a combination of products within industry verticals. To do that we needed to create a state-of-the-art, multilingual/regional, efficient, SEO optimised, and customer-centric website.