Amazon Prime | Back to School
Background
Most of Amazon’s messaging and digital campaigns were very straight-forward and often lacked emotion, personality, and got lost in the mix. Prime members were also unaware of all the benefits their membership included.
Assignment
The Amazon Prime team wanted to make a splash with a new Back to School campaign specifically for existing Prime members, and connect to them in a more meaningful way while showing them how to take advantage of all their included benefits.
Solution
My partner and I created a campaign that is immediately recognizable as a Back to School campaign with engaging visuals, playful copy, all while sticking to the ever-so-recognizable Prime branding and guidelines. This campaign lived throughout all of Amazon.com and was seen by millions of members everyday. All assets were created for desktop and mobile, in both English and Spanish.
Results
The campaign stood out from Amazon’s traditionally functional and utilitarian messaging, capturing attention with its playful tone and relatable Back to School storytelling. Engagement across Amazon.com exceeded expectations, with measurable lifts in click-through rates and increased interaction with Prime benefits during the campaign period. The creative was featured prominently across key member touchpoints, reaching millions of Prime members daily. Most importantly, the campaign strengthened the emotional connection between Prime and its existing members, reminding them of the everyday value and convenience already included in their membership.
