Hello
Thank you for posting the project.
I'm very interested in ecommerce, and have solid digital marketing experience across various channels and platforms (Facebook, Pinterest, DV360, Yahoo and self serve platforms). I have worked on both client and agency side, specialising in performance/conversion campaigns as well as branding.
My recommendation is below:
1. Partners / Vendors
As the main ojective is to drive awareness, with intent to increase sales, I would recommend to consider Facebook and Google DV360. Both vendors have rich data, meaning your campaign will reach wide audience whilst being targeted to the most relevant segments (i.e. Affluent adults, interested in DYI/Fashion/Home/Tech, shopping online and very likely to purchase your product).
2. Formats - To increase maximum reach and also drive engagement (such as clicks), I would recommend to focus on more cost efficient formats - display and image ads on Facebook. Usually for awareness, I recommend video - however if your ultimate goal is to generate sales video is not the best option (it is usually more expensive and does not drive traffic to site).
3. Targeting - having looked at your website and products on offer, I have assumed the best audiences to target are those who are: affluent, interested in tech and online shopping, and also browsing for products around home/tech/fashion, home appliances.
Please contact me for detailed media plan and rational slides.
Thanks
Simona