Summary
To demonstrate Amazon's commitment to a gender-neutral culture, we designed a limited-edition tape that will seal the Amazon brown box bringing packages to every doorstep wrapped in a special message. In June, Amazon boxes being dispatched from fulfillment centers in Delhi, Mumbai, and Bengaluru carried the special tape with the Pride flag of 11 colours, reflecting the diversity of the LGBTQIA+ community and the spectrum of human sexuality and gender.
Challenge
Amazon India has built an inclusive workspace with employees from the LGBTQAI+ community across diverse jobs – from product managers to art directors to pack associates at fulfillment centers to HR managers to delivery associates. As a celebration of Pride Month in India, online shopping destination Amazon wanted to reinforce its commitment to diversity and inclusion; towards the employees, sellers, partners, customers, and many others who are proud to call themselves allies.
Objective
Amazon has always strived to create a safe, inclusive, and progressive workplace where every employee and partner feels empowered to express their opinions and bring their authentic selves to work. Members of the LGBTQIA+ community have struggled with fears of bias and judgment in professional environments, but at Amazon, many have found acceptance, empathy, and empowerment. Amazon India has built an inclusive workspace with employees from the LGBTQAI+ community across diverse jobs – from product managers to art directors to pack associates at fulfillment centers to HR managers to delivery associates. Additionally, to create an inclusive workplace, all managers are trained in inclusive leadership, a program designed to enable managers to thoughtfully lead teams with diverse employees.
Strategy
Since this is a sensitive topic we knew we had to be cognizant of receiving extreme reactions. A few brands support Pride rallies, some put out social media posts but Amazon wanted to do something different that would make ours a household message. What better way than making the colors from the Pride flag as a part of the tape that goes out with each package in select cities! Amazon introduced this limited-edition Pride tape to demonstrate its commitment to creating an inclusive environment for all. The objective was to talk about this initiative in a sensitive way. We worked on a list with a healthy mix of influencers from the community and allies. We had a good mix of representation that helped us reach out to the right set of audience. The idea was to get them to share the image of the Amazon box they received with the Pride Tape and also talk about the initiative.
Data
We roped in influencers from the community and allies and sent them the Amazon box with the Pride Tape – a special tape with the Pride flag of 11 colours, reflecting the diversity of the LGBTQIA+ community and the spectrum of human sexuality and gender. The content creators took images of the box and shared it on Instagram and LinkedIn and spoke about how Amazon has built an inclusive workspace with employees from LGBTQAI+ community across diverse jobs. This led to a lot of people organically sharing photos with the Amazon boxes they received and showing off the Pride Tape, making it a part of organic conversations at-large.
Solution
Results
While the 100+ influencers we engaged with on a paid basis garnered 4 mn+ reach, 4.5 mn+ impressions and an engagement rate of 7%, we got more than 1200 people to share the images organically as well.
