Amazon is a technology company primarily focused on e-commerce, cloud computing, digital streaming, and artificial intelligence. The brand has an international user base and is known for offering products at affordable rates to the remotest areas, along with on-time delivery.
Amazon wanted the audience who prefer offline shopping to shop on Amazon. The brand wanted to create awareness of how the brand helps in saving time that goes into shopping offline and offers on-time delivery along with heavy discounts.
“The brand wanted to drive positive word of mouth and build brand RTBs.”
Amazon took an insight-based Community Marketing solution to drive meaningful conversations around its plethora of services & shopping benefits by engaging with 3.3 Million+ members in the most relevant 109 communities around lifestyle and shopping.
To drive the campaign, we analysed the existing conversations in the above communities and observed that:
We defined the goal of the campaign to focus on creating category conversations around the benefits of online shopping and then showcase the efficacy of Amazon with user-based reviews and testimonials.
We planned a single-phase campaign for the brand. The campaign focused on driving conversations around the benefits of online shopping and advocating Amazon as the go-to platform. The conversations were initiated by group admins sharing their personal experiences and inviting loyal Amazon users to share their experiences.
The experiences shared by admins and members were around different product categories & situations that led them to trust amazon as their preferred shopping destination. Through these off-platform “reviews”, the intent was to create a wave of testimonials that would highlight all the RTBs that amazon wanted to establish in its consumers’ minds.
The community admins shared their personal experiences with videos and photos and encouraged their group members to do the same. As members started participating with their own stories via User Generated Content (UGCs), they added to the excitement by weaving in content themes around the most relatable aspects.
While the content theme was consistent across all the communities, the unique experiences & testimonials of thousands of members brought their personalities and style to each of their posts.
Videos of usage
Sharing orders and benefits that user get out of the portal. Fast delivery, trustworthy portal, great offers etc. have been mentioned by members.
Schedule a quick call with one of our strategists and learn how one of our campaigns can guide your customers through each stage of their decision-making process, from activation to conversion.
Reach out to our experts to understand how Convosight can enhance your existing marketing initiatives
Our team will reach out to you soon.