A bike basket makes the perfect ride for a cat. Glow sticks light up night surfing. Tent beds give children private space, ending sibling battles. Each of these products “make everyday better,” the tagline of Amazon’s new brand campaign.
The effort was inspired by stories shared by real customers in user reviews. “This campaign is really a celebration of our customers and their inventiveness,” said Walter Frye, global director, Amazon Brand Marketing at Amazon. “We chose stories that really bring to life how Amazon’s product selection, value and convenience enable our customers’ spirit of inventiveness, making life easier and better every day.”
From the bike basket to the kids tents, each story was inspired by real customer reviews. “Each story shows customers solving everyday problems with the help of an inventive Amazon purchase,” explained Frye. “We have a mom who decides to buy her bickering sons to tents for their beds, to keep them from fighting. We have a pair of surfers who use neon glow sticks to surf at night.”
“What we really love about this campaign is that we’re using our customers’ own words to amplify the emotional benefit that they experience when they shop on Amazon,” he added.
The brand worked on the campaign with agency 72andSunnny. “The brief was very customer centric, so we knew that the work needed to put the focus on the customer as well,” said Shane Chastang, group brand director at 72andSunny. “We originally started looking at reviews just to get inspiration, to get a better sense of how people were using the everyday items that they bought on Amazon. Then after looking through literally thousands of reviews, we actually started to notice that we’re getting a peek into the meaningful, wonderful role that these items, and in turn, the brand was playing in these customers’ lives.”
The campaign runs across TV, online, video, cinema, digital, audio and social until the end of June in North America and will expand into Europe and other marketers after. While the effort appeals to everyone, the media plan has a focus on key placements for 18-34 year olds.
“Our mission at Amazon is that we exist to make our customers lives easier and better every day, so telling stories that center our customers is so important because we strive to be Earth’s most customer centric company,” added Frye. “And we want that to come through and all of our advertising and messaging to customers. Here in the US and Canada, everyone knows about Amazon, but campaigns like this one reinforce the emotional connection they have with us.”
