AMAZON - “THE SHOW MUST GO ON” CAMPAIGN (2020)

Brand Campaigns

Dec 11

Context: Amazon’s holiday 2020 brand campaign, aimed to improve Amazon’s brand perception during a particularly challenging time: the COVID-19 pandemic.

Challenges:

Perception of Amazon of a very transactional brand. Improving the emotional connection with consumers and positioning the brand as supportive and humanized was essential.
Need to counteract any negative perception around Amazon’s business practices during the pandemic, such as worker treatment and increased reliance on e-commerce.

Strategic Approach:

Emotional and Relatable Storytelling: a young ballet dancer personal struggle and triumph, thanks to Amazon.
Family and Community Focus: The ad ties Amazon’s service to families and communities, showing how it can help people.
Empathy with the Consumer: The story strikes an emotional chord, using an individual story to mirror the broader struggles many were facing in 2020.

Key Elements:

Resilience and Hope as the central theme of the ad
Uplifting Music and Visuals, globally relatable and without need of localization.
Subtle Brand Integration: The ad shows Amazon products and services being used to facilitate the protagonist’s journey, without overtly focusing on the commercial aspect.

UK Master - TV spot 120”

Results:

Brand Sentiment: improvement in sentiment and ift in brand favorability post-campaign.
Engagement: 5 million video views, and 20,000 social media mentions with #TheShowMustGoOn.
Sales Impact: increase in overall holiday season sales.