Creating unique experiences for customers looking for something more than fast shipping. Can you feel it?
Amazon was looking to create experiences to create better relationships with customers in Canadian and international markets. Additionally, they wanted to showcase other Amazon services like Prime, Prime Video and curated services such as Wardrobe to new customers by sharing the experience of using these services and do so at scale.
First, creating a model and a strategy that not only worked with Canadian customers but also international ones in the USA and in key European markets, ensuring that experiences could be used as a strategy to promote the company with minimal changes or challenges. Next, determining the critical success factors and overall requirements of customers entering the physical experience of an Amazon vendor, and at scale was important.
Partnering with key merchants like Canada Goose, HP and internal brands such as Amazon Basics, Prime, Pinzon and Amazon Elements in Canadian markets and Amazon Wardrobe and Prime Video in international markets. Next, recording customer interactions with products to ensure virality of each experience and the ability to leverage a customer experience for promotion later.
Experiences made to ship ❤️
Creating and promoting experiences to customers looking to buy everything from books and laptops to clothes and everything in-between.
Basics to Build Up
See how I helped to build the campaign...start, middle and end; just like that paragraph hamburger from grade twelve English (that apparently is important...)
Stakeholder Engagement 🤝
Leveraging relationships with various stakeholders both in and outside of Amazon to understand the unique values of each group. Thus, setting a foundation for custom experiences that further grow the business and,
in-turn support merchant growth.
Design + Build 🏗
Designing and building experiences based on previous research to target segments of the market both new and current to services and offerings on the Amazon platform. Then, recording reactions and genuine experiences to promote later.
Review the successes and failures of events to ensure that future promotions are more seamless. Additionally, tracking conversations of promoted content from these experiences to ensure a further growth in marketing ROI online.
Package (& Ship) 📦
Production of best-practises and guides for other associates and specialists at Amazon to clearly understand how to successfully build partnerships and experiences that customers love and marketers rejoice over.
Amazon's mission is to be Earth's most customer-centric company. Their actions, goals, projects, programs, and inventions begin and end with the customer at top of mind.
Click To Watch The Promo →
Can You Feel It?!
1. Successful Christmas 2018
Creating experiences and content to be branded and synced with the 2018 Christmas campaign, titled, "Can You Feel It" to ensure that customers could feel the true spirit of the campaign through unique, custom experiences. Digital content created from these experiences reached over 85.3 million people during Q4 2018, with most promoted experiences taking place in Q3 of 2018.
2. Packaged Guide
The creation of a best-practise and 'roadmap' style guide to ensure that other marketing associates, specialists and managers could replicate similar experiences and promotions, regardless of the merchant partner or goals of the campaign.
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Take a look at related cases and other work in other current and former projects.