AMAZON
GIVING JEFF A HAND
The most rewarding thing about working with Amazon is helping Jeff make a living. I'm glad to see he's doing just fine. The second most rewarding thing is how much you can achieve by working with the world's biggest advertiser.
I've worked on global, regional and local campaigns across amazon.com, Prime Video, Alexa and the enormity of what they do.
I launched over 10 titles for Prime Video, contributing for record watch time and new subscribers. I've helped Prime Day beat Black Friday sales by 20%. I've promoted amazon.com with a mix of branded content and cross-commerce selling out products and solidifying Amazon as the shopping destination for all things from A to Z.
Across all these, we've increased awareness, NPS, sales, elevated creativity, inserted the brand into culture, innovated in channels and drove max media spend efficiency on their massive budget.
Below you can find some examples of the broad body of work done over the course of 1year only.
PRIME VIDEO
COMMUNITY LED STRATEGY
To outperform Netflix and Disney as the almighty dominants of attention in the streaming category, we needed a different approach to make Prime Video titles cut through the noise. Less brand centric, more people focused, one that money alone couldn't buy.
So we adopted a community-led strategy to launch our titles, where we harnessed the power of high relevance contexts to amplify our reach going from niche segments to mass audiences with authenticity and edge.
In practical terms, it means that to promote the titles, we didn't just announce them on conventional media. We started conversations about the underlying themes and subjects behind the title, the characters’ struggles, their conflicts. For example, in Panic, it was all about teens’ dilemmas and the tough choices they face early in life; in The Wilds it was about how to develop trust when trust can get you in trouble; in Without Remorse it was about the circumstances in which vengeance is made legitimate; in Coming to America 2 it was about celebrating the glorious black culture and challenging racist stereotypes with a positive spin. All subjects we are interested in and can relate to.
With the support of influencers and creators we seeded these title-related subjects in their everyday conversations within their communities, prompting enthusiastic discussions and interest about the titles. Conversations that quickly became mainstream and gained broad coverage, boosting our awareness far beyond the borders of the initial communities.
Opposite to Netflix's witty one-off tricks approach on social media, we managed to create a long term strategic foundation for Amazon to launch its titles, throwing light on important subjects and cultural issues, whilst fostering a meaningful, long lasting role for the brand in people's lives.
PRIME DAY
CREATING A NEW COMMERCE DATE
Prime day is a strategic date for Amazon, more important than Black Friday, because well, they own the date so they get to set the rules and profit from it. In developed markets is a mix of entertainment and shopping. But in emerging markets such as Brazil, Amazon had low awareness and penetration, meaning that we had to do some groundwork to introduce what Prime Day is about to consumers at large.
We needed to entertain, educate and sell. To tackle this different goals, we defined an overarching strategy and comms plan to communicate what being a Prime member feels like.
To tell this story in a comprehensive, engaging way we chose to combined mass media, branded content and influencers. We partnered with key influencers and creators in the comedy space to develop a series of long and short form contents that talked about what being Prime means, while promoting a wide range of products and creating a sense of expectation to enjoy the deals.
More than a promotional campaign, this was about creating a new commerce date in the extremely competitive e-commerce and retail industries in Brazil.
Below are some examples of executions.
