Amazon Student
Amazon Student
Role: Amazon Student Brand Marketing Manager
Project: Drive 2015 Back-to-School new
member subscriptions
Goal: Increase subscriptions for Amazon Student with new fall 2015 school enrollees. Identify and communicate the benefits of joining Amazon beyond the lower price point compared to Amazon Prime.
Solution: Based on my research into millennial demographic targeted advertising reach and affinity, and working with Amazon's creative team, I led the creation of a new story line that shifted the campaign voice away
from cost-savings to a storyline that highlights the interesting things that Prime Student members could do with the time they saved using the service. I then leveraged the reach and affinity of YouTube and Pandora.com with college-age Millenials to craft a compelling story that entertained and then informed. Working with the Amazon Creative Team, I lead the creation of campaign content including, videos, online radio spots and banner advertising materials.
Results: The campaign exceeded its goals by 19.8% year-over-year in driving new Amazon Student Prime subscriptions.