The Inspiration Lab: Maximizing Impact With A Full-funnel Approach

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0:00Welcome to the final episode of the

0:02inspiration lab with Amazon Ads and

0:04Business Insider. I'm Carly Zip, the

0:06global director of brand marketing for

0:08Amazon Ads. Throughout this series,

0:10we've been exploring how brands can

0:12meaningfully engage with consumers,

0:14whether it's creating memorable moments,

0:16inspiring action, or measuring impact.

0:19Today, I'm joined by a brand executive

0:22who has navigated these challenges and

0:24introduced innovative ways of thinking.

0:27So Jill, thank you so much for being

0:29here today.

0:29>> Thank you for having me.

0:31>> So tell me, as the CMO and CXO of a

0:3570-year-old financial services brand,

0:38H&R Block, you have a unique ability and

0:42challenge to bring fresh, creative ideas

0:45to this dual role. How do you think

0:47about that? For us at H&R Block, we

0:50really think about that experience

0:52through what we're actually doing for

0:54the customer while we're doing their

0:56taxes. What they're actually buying from

0:58us is ease, expertise, empathy, and

1:02today more than ever, value. I love

1:03that. Ease, empathy, expertise, and

1:06value. That's right. In a recent

1:08research study that we did called Beyond

1:10the Buy, 54% of consumers surveyed said

1:14that they've discovered brands and

1:15products while engaging with

1:17entertainment. How do you evaluate these

1:19new opportunities? And how do you see

1:21the lines of entertainment and commerce

1:23blurring? So, we always start with the

1:26audience. We understand who they are,

1:27what's on their hearts, what's on their

1:29minds, and where are they engaging. It's

1:32really all about finding the audience on

1:34the platforms where they're engaged and

1:36creating content that is not disruptive

1:38to that experience. That's hugely

1:40important when we think about our

1:41content, when we think about the

1:42placement, the channels, etc. So,

1:44audience is going to continue to matter

1:45just as it always has. That's fantastic.

1:48Let's talk a little bit about H&R Blocks

1:50fullfunnel campaign strategy with Amazon

1:53going into tax season. We were excited

1:55to prove out a high confidence

1:57hypothesis that we had, which is that

2:00fullfunnel marketing is more effective.

2:03Life moments are often tax moments. The

2:06average American will change the way

2:07that they file taxes four times in their

2:10life, and those are usually around life

2:12stage events, getting married, having a

2:15baby, buying a new home. And Amazon

2:17knows quite a bit about those life stage

2:21moments. What we did was we built out

2:23this fullfunnel campaign where we had

2:24worked with Amazon in the past largely

2:26in display capacity using their DSP to

2:30add in more content through streaming

2:32and other platforms like Twitch to tell

2:35stories about the differentiated

2:37solutions that we know would matter to

2:39our audience. We saw huge lifts in

2:42conversion. Conversion was up over 140%.

2:46We saw over a 25%

2:49improvement in our cost per return and

2:52really again proved out this theory that

2:55if we get the the reach and frequency

2:57right with the right message at the

2:59right time that we can be more efficient

3:01and effective and that's kind of the

3:02holy grail, right? Yes. And with all

3:05that, I would encourage marketers to

3:07build fullfunnel plans so that

3:09upperfunnel demand has somewhere to

3:12land. I love that. Where do you see

3:14measurement taking you in the future?

3:16Are there any KPIs that you'll

3:18prioritize? Marketing will continue to

3:20be all about measurement. Amazon

3:22marketing cloud has been a tremendous

3:25tool for helping us assess the value of

3:28the full funnel. I would encourage

3:30marketers to ensure that they are

3:33measuring both brand and performance

3:35marketing right from the start. I think

3:37we can all relate to the statement which

3:40is we treasure what we can measure and

3:42so we'll be moving away from you know

3:45more mass awareness tracking to more

3:48audience brand reputation tracking

3:51connecting that through to our funnel

3:53metrics if we're able to effectively

3:56continue to build on that hypothesis

3:58that I know to be true as a marketer

3:59which is great storytelling meets

4:02performance marketing is always going to

4:03be the win. It's still all about the

4:06audience and I think it's really

4:07important to understand who you want to

4:09win with and have a clear reason and a

4:12compelling story for that audience so

4:14that they can choose you. That's a great

4:16note to end on. Jill, thank you so much

4:18for joining us today and thank you

4:20everyone for joining this final episode

4:22of the inspiration lab with Amazon Ads

4:25and Business Insider. To learn more

4:28about these great success stories, go to

4:30advertising.amazon.com.

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The Inspiration Lab: Maximizing Impact With A Full-funnel Approach

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