Are Amazon’s boxes prime ad real estate?
Revlon recently branded 10 million of Amazon.com’s shipping boxes as part of a campaign dubbed “the Love Project,” becoming the first-ever beauty company to do an Amazon “shipping-box takeover.”
Along with Revlon name, an image of a heart and the slogan, #LoveIn3Words, appeared on small boxes during February and March. The company used an accompanying social activation campaign to encourage consumers to join the Love Project movement by visiting theloveproject2017.com and creating their custom #Lovein3Words post for their social channels.
The Love Project, designed to reach socially-active Millennials, is an extension of Revlon’s “Love is On” campaign, which was launched in 2014 around the brand’s “belief in the power of love and the diversity of beauty.” The social activation campaign was supported by a television commercial that ran during the Academy Awards and a thirty-second video that ran on Lady Gaga’s social network. Revlon committed $1 million in charitable contributions as part of the effort.
Asked on his company’s fourth-quarter conference call how Revlon expects to define success specifically around the Amazon collaboration, Fabian Garcia, president and CEO, said, “If you think about these programs, there are several objects: obviously to enhance the brand equity, to learn a lot [about] how to partner with the best retailers online and, number three, to monetize the effort. So, we expect results, positive results, on the three fronts.”
Revlon’s partnership appears to be only the second time Amazon has allowed a third party to completely brand its delivery boxes. In 2015, in conjunction with the release of the Minions movie, Amazon shipped items in yellow boxes designed with images of characters from the film.
Amazon also offers a host of advertising options for sellers on its website, largely linked to better placement on product searches.
- Revlon #LoveIn3Words – Revlon
- Revlon The Love Project – Revlon
- Revlon teams up with Amazon on heels of ‘Love Project’ – New York Business Journal
- Revlon Is Advertising on Amazon Boxes – Bloomberg
- The Love Project Launches A Social Movement Based On Love – Revlon
DISCUSSION QUESTIONS: Is there more of an upside or downside for Amazon.com allowing advertising on its delivery boxes? Should it be a rare or regular occurrence? Is it a “win-win” for brands and Amazon?