“Alexa, let’s shop.”
In January 2018, after Amazon customers received their Alexa-enabled device during the holiday season, I created several social media placements including an 11 second animation and an ad carousel to be run on Facebook. These ads specifically targeted new device users, and the goal was to promote Voice Shopping with Alexa and the use of the utterance “Alexa, let’s shop.” Speaking these words triggered an educational experience for using your Alexa device for shopping. In both the animation and the carousel the viewer is playfully led through a variety of popular and familiar scenarios in which one can use Alexa to order and reorder home essentials, visually linking them with the Echo’s familiar “notification ring.”
Following the campaign, regarded as successful based on impressions and the use of the utterance, I was asked to develop a variety of tactics using a similar concept and aesthetic, to build on its success.