e4m IDMA 2024: P&G takes home gold metal for its Gillette campaign

The 15th edition of the Indian Digital Marketing Awards (IDMA) on July 19 honoured the outstanding work done in the digital media ecosystem. The dazzling awards night celebrated the brands and agencies for their innovation and creativity in curating insightful and impressive campaigns. Among the top brands that took home gold metals was Procter & Gamble (P&G) that won for its Gillette campaign. The brand won the gold metal under the ‘Best Use of Mobile to Drive Sales’ sub-category. The media campaign was executed by Amazon Ads.

Gillette’s holistic multimedia campaign across on and off Amazon ad slots delivered outstanding results. The click-through rates and cost per click achieved were best-in-class. The percentage of shoppers who were considering Gillette within Health & Personal Care grew significantly post-campaign activation, thereby achieving the campaign goal. Moreover, there was a two-fold jump in the number of Gillette branded searches and also in the number of unique customers who visited a Gillette product detail page on Amazon.

The campaign achieved great results from a combination of programmatic display ads, on platform display ads and search ads on Amazon. Reaching relevant high-propensity-to-convert customers with the right creatives and across multiple touchpoints through Amazon Ads solutions eventually helped the brand increase their off-takes on Amazon.

At the spectacular awards night, top brands and agencies from the marketing and advertising world bagged metals for their impressive marketing strategies. This year, the e4m IDMA 2024 jury was chaired by Suresh Narayanan- Chairman & Managing Director, Nestlé India. The Indian Digital Marketing Awards selected the winners across eight prime categories - Web, Mobile and Tablets, Social Media, Search and PPC campaigns, For Small Medium Business, For Start-Ups, Hall Of Fame Awards and Special Awards.