#FridaysWithAlexa
I designed a social campaign aimed at helping people form an emotional connection with Alexa devices. The campaign was designed to raise awareness about the range of capabilities of Alexa devices and help people discover new use cases for Alexa.
Overview
Client
Amazon Alexa
Timeline
16 Weeks
Responsibilities
Content Design & Creative Direction
Skills
Copywriting
Content Design
Script Writing
Creative Direction
Influencer Strategy
The Challenge
Amazon Alexa reached out to us with a need to raise awareness about Alexa through social media. At the peak of the COVID-19 pandemic, we needed to find a new way to reach consumers and potential users.
Results
As the Creative lead on the account, I realized that Alexa wasn't just a smart speaker, it has the potential to be an entertainer, an assistant, and more. Instead of trying to promote its features and commands, we showed how Alexa was a companion for everyday people.
And with COVID-19 pandemic, limiting people to their homes, we found the perfect opportunity: Friday evenings with Alexa.
Over the next two years, #FridaysWithAlexa became a ritual for the brand and its followers with countless artists and influencers from various categories showing how Alexa has become a part of their lives.
1 Mil+
Total live video views
126 %
Increase in requests made to Alexa
8+
Kyoorius & Webby's Award Winner
Campaign Case Study
Step 4: Impact & Reflections
Fig - I identified over 60 commands that were incorporated into Alexa.
Impact - Moving from Marketing to Product
I utilized our campaign to unbcover commands that would drive further engagement and build a deeper sense of closeness based on Alexa’s “understanding“ of cultural moments, rituals and trends. These are commands that did not exist at the time of the campaign.
Over the course of the campaign, I shared over 60+ commands across 6 different languages with Alexa's development team
Next Case
