Amazon
Team
In Amazon's Brand Innovation Lab, I developed custom solutions, one-of-a-kind campaigns, and activations for the biggest global advertisers reaching millions of Amazon customers across the UK, Germany, France, Italy, and Spain with digital and real-world channels.
Role
Projects
Listed below are some of the projects I worked on during my time at the company.
The Pantene Perfect Hair Finder | Amazon Italy
Pantene launched its most innovative line of hair care products in the last 10 years targeting four major customer pain points thin hair, frizzy hair, weak hair, and hair loss.
Our main objective was to build credibility, as well as create buzz around this new Pantene product line and highlight its unique value proposition compared to the more basic Pantene product lines while attracting new customers with a premium proposition and higher price point.
The Premium Brand Store was designed to address four major customer pain points, which is why the first step was a simple question: What is your hair type? Their answer led them straight to the solution: a product line page customized to their needs.
Customers will find a sophisticated yet simple, yet user-friendly design on the product line page. This educational environment will help them find the best solution for their hair problem, as well as learn about new formulas, innovative ingredients, and how to combine them.
The Beauty Roadshow, premium customer service for premium brands
A discussion with the principal CPG AEs revealed that the main weakness of the top brands that sell on Amazon such as L'Oréal and Olay is how difficult it's to demonstrate the value of the brands to the customer, as well as to show innovation and engagement with Beauty Tech.
Furthermore, there were 46.9 million (82.9%) UK citizens living in non-urban or city environments in 2020, making it difficult to get their attention. In this scenario, how can we physically engage them with premium beauty products and give them a professional experience and treatment? Bring the products to them through a mobile Beauty Truck!.
The Beauty Roadshow is a service that delivers high-level beauty care and premium quality service to customers all across the country, either at their doorsteps or virtually. A beauty studio on wheels if you will, filled with products from your favorite brands and professionals that help you apply, test, and learn.
A media production team will follow the Beauty Truck to create content that can be used for an awareness campaign and to reach customers who can't attend the OOH events. To amplify the in-person experience and increase awareness and engagement, the online Amazon experience will provide customers with an interactive map to visually see where the truck will be going as part of its journey. Creating excitement as it edges closer to a location near them.
Customers will be able to sign-up for their beauty truck make-over and explore the products that will be available on the truck creating pre-arrival interest before arriving in specific locations, plus making the whole experience a shareable moment at each stage of the route.
Results
Provide high-quality beauty services online and offline.
Counterbalance the typical mind-set of everything being city focused. Customers all across the country even in remote locations will be able to get an on-site professional guidance on their beauty routine and viewers online will have the ability to follow the outcome and identify with real personalities from the experience. This should help break down the barrier to purchasing a premium product online.
The ability to make this a sharable experience with friends should help boost the awareness of this brand activity and an OOH experience that will create a newsworthy buzz in the industry, especially in remote areas where experiences like these are not expected.
Offer Amazon exclusive incentives to complete first and repeat purchases online.
In order to make the Beauty Roadshow concept easy to understand, we will create a Premium Brand Store with the phases of the campaign explained, along with how users can participate. Live tracking of the truck will be possible via an interactive map, engaging users throughout the journey.
During the stops, our on-site events will feature make-up artists, skin care experts, and beauty gurus live streaming trials of products along with tips and tricks. Users can follow those streams in our Premium Brand Store, and the associated products can be purchased directly there.
The beauty roadshow is a proactive project that is currently being pitched to several brands and will run throughout 2024. Initially, the idea will be introduced to the UK market, followed by other European markets.