AMAZON - SPRING SALE TV CAMPAIGN (2019)
Context: Qualitative and quantitative ad-trackers in EMEA showed lack of engagement with sale events campaigns, and driven by perceptions that “Amazon is not for me” or “Amazon does not relate to me”.
Challenges:
There’s the need for global TV creatives and messages that feel locally-relevant, without losing brand cohesiveness, in a scalable way. Creative production budget is limited and doesn’t allow for local markets customized spots.
My Strategic Approach:
Test a pilot of modular creative TV spot for “Spring Sale” event, allowing for local-specific customization of some elements maintaining general message and strategy cohesiveness.
Use production budget to shoot common creative elements, and buy stock-images for the local elements, allowing to customize creative with spend efficiency.
Customized text, visuals, events name and narrative for each locale
Localized creatives
Creative localization approach
Custom stock images of Italian, German, French, Spanish and Turkish typical doors.
Updated script and VO
DE only:
Updated sale name to “Easter sales” for cultural relevancy
TR only
Full logo on the box for low brand awareness
Updated wardrobe for religious sensitiveness
More aggressive sale message for local competition landscape.
Results:
Campaign generated YoY increase in Spring Sale sales. (Exact figures are Amazon Confidential)
Ad-trackers showed a uplift in brand perceptions, particularly in brand love.
Same creative approach has been replicated in the successive sales campaigns, such as “September deals”.
