Best campaign 2026: Bauerfeind team wins Amazon award
A platform with potential: Bauerfeind Sports on live TV with Amazon Prime Video
The challenge
In the highly competitive market for sports products, the Bauerfeind team spotted the chance to lift brand awareness for Bauerfeind Sports to a new level through Amazon.
Background
Bauerfeind Sports makes a sizeable share of its sales through Amazon. To enable lasting market growth, advertising aimed purely at the lower funnel was no longer enough. The NBA basketball broadcasting rights held by Amazon Prime Video from October 2025 offered the perfect opportunity to put the brand in front of millions with an innovative brand awareness campaign.
Our solution
A B2C multi-channel approach with an Amazon full-funnel strategy: a 15-second spot during NBA games on Amazon Prime Video, backed by sponsored ads, DSP campaigns, social media ads on Meta, TikTok and Pinterest plus a strategic partnership with Alba Berlin.
+
%
higher purchase rate
+
% DPR
Higher product detail page view rate for NBA advertising (ahead of all other ads)
million
touchpoints with only
365,000 impressions (STV)
+
%
New-to-Brand
+
%*
brand searches for Bauerfeind
+
%*
Revenue growth for licensed NBA products
*Timeline: 1 Sept 2025 to 31 Dec 2025
The campaign
Amazon Prime Video strategy
Bauerfeind ran a 15-second spot on live TV with Amazon Prime Video. Across a total of 124 NBA basketball games, the Bauerfeind Sports brand was introduced to an audience of millions. The campaign was built as a multi-channel play from day one: viewers who saw the spot were reached again through retargeting ads on Amazon and guided further down the funnel by sponsored ads and social media.
Multi-channel full-funnel
The campaign consisted of several closely linked components. Alongside the central Prime Video spot, different ad formats ran on Amazon, from sponsored products and sponsored brands through to display ads. On top of that the team used DSP campaigns for retargeting off-platform, Google Ads, social media ads on Meta, TikTok and Pinterest plus a partnership with Alba Berlin for physical touchpoints.
From the video ad to the product detail page, every channel connected seamlessly.
Sponsored brand ads and video ads led users to the brand store and the product pages, while DSP awareness campaigns on Welt.de, Sport1 and Bild.de extended reach beyond Amazon. Retargeting brought interested users back. The brand store got its own basketball subpage, and premium A+ content lifted conversion on the product detail pages. In parallel, social media ads ran on Meta, TikTok and Pinterest with more than 15 million impressions.
»Right up to the end we did not know we would win. That was a wonderful surprise, but no accident. Part of the recipe was the courage to try this new marketing format together with the Bauerfeind Sports team.«
Marco Nemetschek,
Marketplace Manager
Impressive results
In the first three months the spot reached more than two million viewers. Customers who saw the live sports advertising showed a 133% higher purchase rate. Sales of licensed NBA products grew by 59%. In total the multi-channel campaign generated more than 25 million customer contacts and brand searches for Bauerfeind grew by 114%.
The award
The B2C e-commerce team around team leads Franz Mock, Janine Heider and Marco Nemetschek won the ASK Award 2026 in the category Best Campaign at the Amazon Sales Congress. Bauerfeind came out ahead of well known competitors such as Edding, Sonax and Nespresso. The six person jury praised the innovative power of the campaign, above all the first ever use of TV spots in live TV on Amazon Prime Video combined with multi-channel retargeting.
