With low familiarity and over 30,000 skills worth demonstrating, the standard 30-second spot just wouldn’t cut it, thus the creation of over 160 highly contextual, 10-second spots called Echo Moments. There were day-parted moments; channel and show specific moments; moments reacting to the news and weather; even moments around holidays and cultural events. Each moment was then custom-placed and interest-targeted on digital and social so we could demonstrate skills relevant to individual customers.

Launching in September 2016, 160, ten-second spots were brought to life across all segments of Brand Conscious Families (BCF) with broad reaching media like television and cinema. Within digital channels, specific programmatic solutions was leveraged to show relevant creative messaging that brought benefits of Echo to life across multiple formats to more granular segments of BCF. At the other end of the spectrum direct to publisher tactics was used for key contextual media placements where consumers turn to for content (i.e. playing their favorite station on Pandora) and where we have complete control over the environment in which the message is experienced.

This blended approach guaranteed relevance and relatable environments that will serve the appropriate messaging in any given situation to allow people to be inspired or to commiserate in a real time mindset.

The new Echo campaign strategy proved successful in driving familiarity and helping customers understand how Echo fits into their lives. The Moments campaign had a positive impact on upper-funnel and lower-funnel metrics. The campaign generated an 85% lift in familiarity and 2x increase in consideration.

To achieve our goals, our strategy was to target early majority adopters. Depending on the global territory, our specific family segment represents nearly 25% of the population and they tend to have the highest presence of children. These families favor many devices and tend to choose premium brands that allow them to easily access entertainment, social and productivity tools. Our target is very social both in terms of large friend networks as well as they tend to enjoy being out of the home. The adults in the family are professionally driven.

Our approach was linked directly to customer research conducted in June 2016, in which we uncovered the overwhelming motivator for customer interest in Echo was “multi-tasking”. The magic of “talking into the air” and making something happen without having to get up from the sofa, open up an app or stop what they were doing was incredibly powerful.

Customers are time-starved and crave more effective ways to solve problems, be more productive and enhance their daily lives. Echo/Alexa, an easy to use and friendly voice-enabled A.I. product launched in 2014, would free up customers by helping them accomplish the things they had to do so they could focus on the things they wanted to do.

The initial objective of early Echo/Alexa advertising campaigns was to increase awareness of a revolutionary device and establish a brand new product category. Moving forward, our campaign objective shifted to help customers better understand how Echo/Alexa would be useful into their daily lives. To measure success in 2016, we set aggressive goals that prioritized growing familiarity and device sales while still being tasked with building awareness.