"Alexa lost her voice" A SHORT ESSAY OF AMAZON'S DIGITAL CAMPAIGN
BY BEATA SZABINA HERSKOVICS
Alexa lost her voice? One of the most memorable digital campaign was created by Amazon in 2018. The video ad was seen by more than 50 million people on Youtube, the second largest search engine platform of the world and had 1.5 billion media impressions. Competing with Google and Apple Home appliances, Amazon needed to push Americas admiration of Alexa even further. The online selling company knows the power of influencer marketing nowadays and use it effectively among its target audience, the digital nomads. According to a recent study the purchasing habits of today's' millenials' consumers are influenced by their peers' recommendation. What's more, the Google Video Search Engine is the second most influential Social Media platform that effects shopping habits. Combining the influencer marketing with creative concepts in our digital era can significantly increase the brand awareness and brand commitment. This is what Amazon used in a unique and humorous way.
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The online sales portal built its video-advertising around Alexa, the Amazon's digital voice assistant. To make the buzz around the ad even bigger, they introduced it first at the Super Bowl, (one of) the most popular event in the United States. The campaign was smart in many ways. Choosing the right - Custom Hashtags moment to be introduced was one of them. -Though, I enjoyed Facebook: 12M Fans the sense of - Social Media Promotion humor which not only spiced it up but also showcased generation - Twitter: 6M our Followers - Sponsored Posts - Instagram: 14M is Followers differences. Considering the fact that youtube consuming increasing Product Reviews YouTube: 6M Subscribers Contests and Giveaways widely among baby boomers and X gens too, besides Y & Z gens, the - Pinterest: 3.2M Followers Affiliate Advertising strategy was definitely well-picked. The celebrities was cleverly-casted to - Monthly Pageviews: 1.3M - Representation at Events catch everyone's attention. At the end of the-ad we could Monthly Visits: feel 1.1M Alexa is really - Brand Ambassadorships irreplaceable and we may love her more than before.Time on Site: 11 Minutes - Average - Freelance Writing
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Thank you BY BEATA SZABINA HERSKOVICS