Objective

The "From Cart to Care" campaign aimed to transform BISSELL's commercial presence on Amazon into a powerful fundraising force for pet advocacy during October 2024's "Adopt A Shelter Dog" month. This initiative sought to drive awareness of BISSELL Pet Foundation's mission of saving homeless pets through an innovative approach: becoming the first brand to pause its Amazon storefront sales in favor of direct charitable donations. The campaign aligned with World Animal Day and aimed to address the critical overcrowding crisis in shelters across the country by encouraging adoption, fostering, and donations to support the Foundation's various programs, including spay/neuter initiatives, microchipping, vaccinations, and disaster response efforts. Amazon Live x Brand Innovation Lab and BISSELL created a groundbreaking campaign that leveraged live shopping's storytelling power to connect audiences with pet welfare causes, converting their traditional e-commerce presence into engaging social change.

Strategy

The "From Cart to Care" campaign boldly reimagined what a brand’s Amazon presence could achieve by way of:

• Transforming BISSELL's Amazon brand storefront into a donation center for World Animal Day, suspending regular sales in favor of direct charitable giving
• Tapping into Amazon Live as an immersive creative format, featuring BISSELL Pet Foundation founder Cathy Bissell alongside influencer and dog mom, Natalie Negrotti, for authentic storytelling and direct audience engagement 
• Pioneering a new "Stream It Forward" initiative that converted Amazon Live, Prime Video and FireTV viewing time into charitable donations ($1 per hour watched up to $100k)
• Amazon Ads full funnel approach:
  • Custom landing page on the Amazon brand store
  • Static display DSP creative
  • Online Video and Streaming TV creative
  • Social media integration
  • PR coverage
  • Live shopping on Amazon 

The innovative aspect of this campaign was its transformation of passive content consumption into active charitable giving, creating a frictionless way for Amazon customers to support the BISSELL Pet Foundation.

Results

The campaign observed impactful results across key performance indicators, demonstrating the power of purpose-driven commerce. The campaign's impact was validated through a comprehensive Dynata Brand Lift Study, which revealed notable shifts in consumer behavior and brand perception. 

Brand Impact and Awareness:

• 20% more likely to perceive BISSELL as a brand that cares about pets and pet families after Amazon Live exposure
• 8x more likely to perform a branded search after campaign exposure
• Created stronger associations between BISSELL's commercial brand and its charitable foundation

Engagement and Purchase Intent:

• 12% higher purchase intent after watching From Cart to Care on Amazon Live
• Demonstrated successful integration of charitable giving within commerce platform
• Established new pathways for customer engagement with cause-related initiatives

Innovation:

• Successfully transformed traditional e-commerce space into a means of charitable giving 
• Demonstrated viability of streaming-based charitable giving, funding the max $100K donation 

These results indicate that the campaign successfully increased brand association between BISSELL's commercial offerings and its charitable foundation. The initiative demonstrated how brands can effectively combine commerce capabilities with cause marketing through Amazon Live, driving both social impact and business results.

Media