AMAZON - “DELIVERING SAFELY” COVID-19 CAMPAIGN (2020)
Context: Amazon’s brand campaign, aimed to improve Amazon’s brand perception in March 2020, during the early stages of the COVID-19 pandemic.
Challenges:
Amazon needed to address public and internal scrutiny around employee treatment, working conditions, and safety protocols.
Ensuring employees felt valued and appreciated amidst difficult working conditions was critical, while reinforcing Amazon’s operational goals was a key challenge.
Demonstrate genuine gratitude without appearing as a surface-level PR attempt.
Strategic Approach:
Increase social listening and sentiment analysis
Real-time creative development of tactical pieces of advertising to respond or proactively tackle brand concerns
Develop a TV spot focused on Amazon workers, proactively show their working conditions and showing gratitude and recognition.
Execution
Employee and Public Appeal: The language and tone of the ads are designed to foster pride among employees while reassuring the public that Amazon values the people behind its services.
Simple, Direct Messaging: The ads avoids complex narratives, instead delivering a clear, heartfelt message of thanks to the workforce.
The TV spot voice over was recorded by each country manager in EU, to increase authenticity and closeness with the customer.
