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/Alexa 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. The custom and interest-targeted placements across digital, social, TV and cinema allowed consumers to connect with their own Moment.

As a new and innovative category, customers were motivated by the concept of a “home of the future” but lacked awareness (most significant purchase barrier, 59% of BnB) of how Echo fit into their lives. They have a desire to understand the functional and emotional benefits of a new technology without overcomplicated jargon. For customers that have purchased an Echo, simple uses like Music, Information, and Smart Home are the biggest drivers of purchase intent.

Launching in September 2016, TV used a mix of 10 and 30 second commercials based on programming and Moment-related relevancy. Programmatic provided the base foundation for sequential ad delivery where viewers were exposed to new Moments based on prior exposure in the campaign. To complement programmatic inventory, contextual media was added to provide guaranteed placements in the most sought after inventory (defined by partner reach) in the four content categories. Social added efficient content distribution and engagement across relevant platforms in real time.

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.

The media strategy was instrumental to the success of the Echo Moments campaign. Each media channel’s role brought to life those moments in every person’s day when they can be triumphant with the assistance of Echo/Alexa. With the blended approach of broad reaching media, such as television and media and key contextual media placements, the campaign was guaranteed to be in relevant and relatable environments that served the appropriate messaging in any given situation to allow people to be inspired or to commiserate in a real time mindset.

The campaign’s target audience was tech-savvy early adopters, to early majority adopters with a focus primarily on Brand Conscious Families (BCF).

With the highest presence of children, BCF are on the go. When choosing devices, they prefer premium brands and platform consistency that allows them easy access to entertainment, social and personal productivity.

Our strategy was to ensure that both the creative and media are grounded in contextual interactions of the Brand Conscious Family target across all of their life’s cultural, micro, or spontaneous moments. The goal was for the target to be exposed to at least one video per priority topic (Food, Music, Smart home, and Productivity) a minimum of 3x each.

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.