AMAZON - “TRUE STORIES” CAMPAIGN (2017)

Context: Observed negative trend of post-campaign brand favorability metrics in FR, IT and ES, leading to a negative impact on the profitability of TV advertising in these markets.

Challenges: 

• The Southern European markets, including France, Italy, and Spain, were less developed in terms of consumer behavior, presenting a challenge in understanding and penetrating these markets effectively.

• TV ads creative strategy was UK-centric and limited to localization in the other locales.

My Strategic Approach:

Proposed and led a customer insights research project in Southern Europe, based on the hypothesis that this region was less mature compared to the UK and DE markets.

Leveraging insights from quantitative research and qualitative focus groups in the three locales, I developed a region-specific creative strategy that tailored the brand's presence and advertising efforts to the distinct needs of the Southern European audience.

Execution

• Increased brand visibility in ads to address lower brand awareness

• Showcased a wide range of everyday products to position Amazon as a go-to for common purchases

• Featured authentic customer reviews prominently to build trust and credibility

• Created localized narratives that resonated with each market

ITALY - TV Spot

Results:

• 30% increase in brand penetration in France, Italy, and Spain

• Same project was replicated in 2021 to guide brand positioning and expand advertising into new markets such as Turkey, Poland, Netherlands, and Sweden