Alexa

Industry

Services

Alexa was suffering from a post-purchase performance issue. The Alexa team was seeing a sharp drop in usage after purchase with Alexa devices. We were tasked with engaging and educating consumers through social about her many talents, tricks, and skills.

Smart home device
Ecommerce

YIR campaign
Digital marketing
Social marketing
Social strategy
Social videos

Year in Review

One of the first things we did for Alexa was a year-in-review campaign. We wanted to do something fun while still educating customers about what she could do. In this case, through the lens of how other people used her.

We pulled daily usage data to find the utterances that were most commonly used in a 24-hour period. What we found in the data led to some funny and interesting discoveries. We took the top 2 most commonly used phrases for each hour and created a fun but simple social campaign to pique interest and drive customers to a microsite to learn more about what Alexa was capable of.

Alexa has a very limited color palette:

So we opened up the design to the all-up Amazon color palette, which is basically every color in the rainbow, to fight visual stagnation since we were going to be running 24 posts in 24hrs.

"Alexa what can you do?"

Because Alexa was having such a sharp drop in usage after purchase. She had essentially become a glorified alarm clock that could talk to you and sometimes tell you the weather. We needed to let people know about all the other capabilities she had.

The larger campaign was turning out 100's of simple

branded social posts that showed different

things ALexa could do.

All the social drove to different

pages where you customers

could dive deeper into

what Alexa many talents.

Alexa's 5th Birthday UGC

For Alexa’s 5th birthday, we created a user-generated content spot that emphasized all the fun, helpful, and creative ways we used Alexa over the last 5 yrs.

Get Cooking

Alexa makes a great sous chef. We put together a Facebook Canvas idea to showcase all the ways she can be helpful in the kitchen.

Mother's Day

Mothers work hard and are the backbone of every family. We created a simple campaign to suggest Alexa as the gift for your mom this year to help carry the load.