Specialist Amazon Ads Support Connecting Speed With Performance
A fast Amazon Advertising handover that connected a Prime Video launch with ongoing optimisation across Ray-Ban and Oakley.
The Challenge
Prime Day waits for no one.
EssilorLuxottica needed a specialist partner to take over Amazon campaign management, launch Ray-Ban on Prime Video within a compressed lead time and strengthen the wider account without losing momentum. Sonar managed the handover, delivered the launch in time for Prime Day and moved straight into ongoing optimisation across Ray-Ban and Oakley. In its first seven days, the Prime Video campaign generated 1.17 million impressions, while the activity achieved 2x its sales target.
EssilorLuxottica was working to a fixed retail moment with a short runway. Amazon campaign management needed to change hands, Ray-Ban needed to be activated on Prime Video and the launch had to be ready for Prime Day.
The immediate priority was speed, but the transition also needed to create a stronger foundation for ongoing performance across Ray-Ban and Oakley. A rushed launch could not come at the expense of account continuity, campaign control or future optimisation.
The Solution
Sonar combined launch delivery with account stewardship, treating Prime Day as the starting point for improvement rather than a one-off campaign spike.
- Managed the Amazon campaign handover end to end so the change in ownership did not delay the Prime Day launch.
- Activated Ray-Ban on Prime Video within the short lead time, aligning delivery to the fixed retail deadline.
- Audited the existing Amazon account to identify the structural and performance priorities that mattered after launch.
- Refined campaign structure, bids and budget allocation to give investment a clearer role across the account.
- Took on ongoing optimisation for Ray-Ban and Oakley, using campaign learnings to inform immediate improvements and future retail opportunities.
Why it Worked
The campaign delivered reach at the speed the retail moment demanded.
More than one million Prime Video impressions were generated in the first week, while the activity achieved twice its sales target. Just as importantly, the same specialist partner remained accountable beyond launch, allowing the early learning to flow directly into account structure, bidding and budget decisions.
Speed and continuity were managed together. Sonar did not separate the high-pressure Prime Day launch from the work required to improve the account afterwards.
The team that managed the handover also owned the activation, audit and ongoing optimisation, reducing the gap between campaign learning and action. That gave EssilorLuxottica one Amazon partner for both urgent priorities and future retail growth.
