Amazon Alexa
The challenge facing Alexa and the broader voice assistant category is the belief of “I don’t need it.” The Amazon Alexa Campaign seeks to get customers curious about Alexa, eventually leading to "I want it."
Objectives:
1. Positively shift the target audience’s perception that “Alexa makes a difference in my life.”
2. Educate customers about how “Alexa allows me to do more with my voice.”
3. Provide in-depth analysis on the primary audience ‘The Early Tech Majority’ including the impact of COVID-19.
Key Research & Insights
To evaluate the objectives in context and map the comms challenges / opportunities, along with the analytics team, I used a combination of desk research and quantitative data analysis (Acxiom, Simmons) to explore the category, competitors, culture, and consumers.
Target Audience Evolution
When approaching Amazon’s proposed target audience the “Early Tech Majority” we saw two opportunities to evolve the audience for the 2021 campaign, expansion via covid induced rapid tech adoptors and cluster segmentation.
Execution & Tactics
To reimagine Alexa, creative was used in moments when the audience is exploring their own interests, and places where they choose to spend time, inspiring EETM with the magic of voice. We used content sequencing over time and by platform, dual-screen content retargeting, and competitor conquesting. Creative ideas included an experiential popup and dynamic AI developed creative to enhance audience relevancy on a micro level.
Media Agency: Initiative
Lead Strategist - Danielle Kermode