Amazon

Advertising Design & User Experience (ADX)

The ADX team’s mission is to attract and unlock brand budgets from our advertisers, helping them understand first that they can engage with Amazon to promote their brands, how they can do so creatively and innovatively, and finally executing on those unique campaigns with focus on performance.

Opportunities + Challenges

Each advertiser case is different and presents a myriad of opportunities and challenges. The biggest among these is convincing brands to invest in experiences that demonstrate the brand promise for our customers, and not solely on return on ad spend (ROAS). While critical to the bottom line, ROAS can degrade the customer experience and impact on the customer-brand relationship.

However, the range of devices, placements and experiences that are unique to Amazon have proven to be successful ways to present the brand and products to Amazon’s customers.

Outcomes

Below are a few highlights of very effective campaigns during my tenure at ADX:

Honest Amish – “Beardmoji”

A first of its kind on the Kindle tablet, we created a custom experience for Honest Amish, an all natural purveyor of beard products. As a small company, Honest Amish had a niche following but needed brand and product awareness. Lacking any sort of codified style or brand standards, we were able to create a whimsical experience without the usual constraints.

The heart of the experience is gives our customers a fun way to create an avatar that would create a likeness of themselves and others. Banner drivers and a campaign landing page round out the ecosystem.

The team of two designers, a design technologist, and an account executive created this experience in 45 days, and resulted in a successful campaign that generated 4.35% CTR and a return on ad spend increase of over $1, and a 200% lift in purchases – for a brand awareness campaign.

Remington – “Beard Boss” Presale

Tommy Hilfiger – Virtual Lookbook