When Conair’s Cuisinart brand set out to make a splash during the 2024 holiday season, it knew the usual playbook wouldn’t cut it. The kitchen appliance category is especially crowded at that time of year, and with younger audiences shifting how they consume content, the challenge was clear: how do you stand out, connect authentically and do something that feels truly different?
Their answer was to go big with Amazon Ads – securing the Prime Video sponsorship of Red One, the holiday action blockbuster starring Dwayne Johnson and Chris Evans. Maybe it wasn’t the obvious choice for a kitchen brand, but the move placed Cuisinart at the center of a cultural event.
“The holidays are a busy time for kitchen appliances,” says Saverio D’Angelo, director of digital marketing at Conair. “There’s a lot of noise and everyone’s trying to get noticed. Streaming helped us stand out in a way that felt different. It didn’t feel like just another ad. It felt like it was part of the moment.”
By sponsoring one of the biggest Prime Video movie releases yet, which saw a record-breaking 50M global viewers in the first four days of launch, Cuisinart wasn’t just buying ad space – it was embedding itself in a cultural moment shared by millions of households.
“We chose Prime Video Red One movie sponsorship because it was a big release during the peak shopping season. It felt like the right fit to connect during a joyful time,” D’Angelo explains.
The campaign didn’t stop at awareness. Cuisinart leaned on Amazon’s full canvas – including display ads, sponsored ads, Amazon Marketing Cloud and measurement solutions – to connect every touchpoint. “Each one played a key role. Together, they created a full funnel effect from awareness to action,” he says.
The results certainly back up the strategy. Combining Prime Video with other Amazon ad formats drove a 70% higher purchase rate compared to running in isolation, alongside a 22% lift in awareness among viewers who saw the sponsorship. In total, the campaign reached 2.5 million unique viewers.
For D’Angelo, the lesson is simple: “For brands thinking about Prime Video advertising, our advice is to keep it simple. Pick the right moment and make it feel natural, and the results will follow.”
Looking ahead, Conair plans to build on the momentum, exploring new interactive and shoppable formats and staying close to innovations like Pause Ads and first impression takeovers. As D’Angelo puts it: “Streaming TV advertising is only going to grow, and we’re excited and ready to adapt. For us, it’s about showing up naturally where viewers are already engaged.”
What began as an unconventional holiday sponsorship became proof that when content and commerce align, a brand built on kitchen essentials can step off the counter to dominate the cultural mainstream.
Learn more about Prime Video ads here: https://advertising.amazon.com/products/prime-video-ads
