Summary
The strategy aimed to establish Amazon Alexa as the preferred voice assistant in India by integrating it into the popular show 'Social Media Star with Janice.' The "Hey Alexa" segment featured celebrities making Alexa say specific words creatively, showcasing its diverse capabilities. Leveraging social media, the campaign emphasized localized relevance, consistency in brand messaging, and measurable metrics for success. The approach aimed to overcome customer barriers and position Alexa as an essential and entertaining technology
Challenge
Our target customer is brand conscious families represented by 18-44 yr M/F, NCCS A. We had to build its relevance in the customer's life by building familiarity with the width of use cases Alexa can offer via discovery, engagement, entertainment and shopping. We wanted to enhance the awareness and pre-purchase user experience to accelerate the journey from research to conversion via content initiatives. We have identified key moments in customers life where we can bring Alexa ‘s use case alive.
Objective
Amazon Alexa is one of the most loved brands in India which makes customers life easier and convenient . However owing to the category extremely nascent in India and key customer barriers like " I don't need it " or I don't see any use in my life " the task was to build relevance of Alexa by making it the most preferred voice assistant available . To accelerate adoption amongst customers who don't know what it can accomplish more than a regular speaker, we looked for opportunities where we can showcase the fun side of Alexa "a smart assistant"
Strategy
The solution was to leverage smart home features and build use case relevance within a content property over the campaign period. To bring Alexa's use case alive in a seamless way, we associated with Janice for her show - 'Social Media Star with Janice'. The property is a popular digital chat show that features film and online celebrities. The show's new season saw celebrities like Janhvi Kapoor, Shilpa Shetty, Zakir Khan, Rohit Shetty, Kusha Kapila, Yashraj Mukhate, and others indulging in fun conversations about life, career, paparazzi, and social media. We integrated Alexa strategically in the show at various points along with a dedicated segment called "Hey Alexa" where the guests make Alexa say a particular word without using it in the voice command – demonstrated how Alexa enables you to do so much more with voice across key use case domains like news, smart home, and entertainment. Apart from this, other smart home featues like turn on the lights, turn on the TV, play music and others.
Data
Amazon Alexa, owing to the category nascent stage in India & key customer barriers like " I don't need it " or I don't see any use in my life " the task was to build relevance of Alexa by making it the most preferred voice assistant available . We associated with Janice for her show - 'Social Media Star with Janice'- a popular digital chat show that features film and online celebrities indulging in fun conversations about life, career, paparazzi, and social media. We integrated Alexa in the show with a dedicated segment "Hey Alexa" where the guests make Alexa say a particular word without using it in the voice command – demonstrated how Alexa enables you to do so much more with voice across key use cases.
Solution
Results
Alexa got 100% share of voice as it was the sole partner on board. We managed to get 4x views vs the planned views and CPA of 1/10th of what we would have paid to promote the content. The property organically garnered: 400 mn+ impressions 25 mn+ views vs planned 6 mn views This hence performed at a cost per view of Rs 0.12 vs paid media CPV of Rs 1 for long form content.
