Amazon Echo Series & Influencer video

Role: Visual Designer / Art Director, Amazon Japan / Client: Amazon Japan

Background

・Amazon Echo series experiencing stagnant sales growth by end of 2018
・Key insight: Echo devices positioned at "center of the home" where housewives have highest traffic patterns
・Strategic pivot required from tech-focused to lifestyle-focused communication

Mission
・Expand Amazon Echo's market reach through housewife targeting
・Position Echo as lifestyle partner enhancing daily convenience
・Generate purchase motivation among housewife segment

Challenge
・Transition from tech-centric to lifestyle scenario-based messaging
・Create authentic daily situations that resonate with target audience
・Develop cross-target strategy appealing to entire family units

Creative
・Cast Yuko Ogura (小倉優子), #1 popular actress in housewife communities, as main influencer
・Developed video content centered on realistic daily scenarios (cooking, childcare, household management)
・Strategically cast tech-savvy comedian as husband role to capture male audience awareness
・Achieved 135% week-over-week sales increase for one month post-launch

Influencer campaign video 1

Influencer campaign video 2

Interview Video 1

Interview Video 2

Amazon landing page promotional material aligned with Influencer campaign video 1&2

Amazon landing page promotional material aligned with Influencer campaign video 3

Amazon landing page promotional material aligned with Influencer campaign video 4

Tablet/Mobile

Landing pages for the campaign