PowerPoint Presentation

Amazon has been rated by PITCH as the top spender in advertising for 2015 2016. It took Amazon 12 months to become the no 1 e- commerce portal in India and shifting Flipkart to no. 2 position

Amazon in India, had to create awareness about different messagesAmazon in India, had to create awareness about different messages

Showcase Indian consumers huge collection of products more than 22 million

Establish Amazon as thelargest Fashion destination in India

Build trust amongst offline customers to shop at Amazon

Build confidence in minds of customer with, on-time delivery authenticity of a product bought online and easy return policy

Amazon choose to address each of these through four strategic High Decibel campaigns

Campaign 1 - Aur Dikhao Objective: To drive the message that Amazon has over 22 Million productsAchievement: Helped to establish its wide range of productsThe 2 minute high frequency TVC was able to address the core message.This campaign was largely focused on television

Campaign 1 - Aur DikhaoThe campaign was extended to the social media platforms with videos on You Tube and engagement campaign on Twitter The videos were uploaded on YouTube which got more than 21 lakhs views.Contest on Twitter increased peoples participation, they followed the campaign and the #AurDikhao with its interesting creatives and tweets.The Twitter engagement contest invited users tweet what they would like to see more of in this season of T20 (This TVC was launched during IPL8)

Social Media

Campaign 2 Try toh karObjective: Addresses the fears and inhibitions of the consumers while shopping onlineAchievement: Helped to address the fear of offline buyers to try ordering on Amazon once Helped to increase the visitors and sales

Campaign 2 Try toh karOn social media this campaign focused on Twitter with engagement and contests. While for Youtube Amazon India teamed up Gaurav Gera Chutki to create two sets of videos Shopkeeper & Chutki and Chutki & Suyyash video series. Both the series of videos were shared across the actors social media properties.By the time these videos had gained enough views, it was uploaded on Dubsmash and people were invited to dubsmash these in the most creative ways possible. The winner could walk away with a INR 10K worth Amazon voucher.#TryTohKar Dubsmash on Twitter generated over 1495 tweets, and achieved a reach of 1.5 million and timeline deliveries of 13 million. The campaign hashtag #TryTohKar trended on the day of the activity.

Social Media

Campaign 3 Kya PehnuObjective: Position Amazon as leading fashion destinationAchievement: This campaign gave amazon the advantage of mass publicity for its fashion segmentFashion became the top three fastest growing categories on Amazon.The campaign became popular without celebrities to establish Amazon as fashion destinationBTL Activation: Amazon also organized an on-ground activation where consumers got a chance to meet the members of the Amazon Fashion Squad and get fashionable ideas on how to dress up fashionably.

Campaign 3 Kya PehnuLaunch of 'Amazon Fashion Squad', a panel of experts who will address customer queries on what to wear. The squad includes Narendra Kumar, creative director, Amazon Fashion, model and actor Milind Soman, actor Ayushman Khurana, popular blogger Miss Malini, anchor, fashion designer and actor Mandira Bedi and other renowned stylists.Customers can reach out to them using the #KyaPehnu hashtag on social media platforms like Facebook and Twitter, or send in their queries by SMS. The SOS helpline number launched was functional from December 17th to the 19th.Also engaged with blogger for their makeover

Social Media

Campaign 4 Apni DukaanObjective: Convey features like easy returns, access to genuine products, build trust and confidenceof customersAchievement: This campaign for masses, conveys trust factor and easy returns like its our own shopHelps to establish confidence of next door shop

Campaign 4 Apni DukaanAmazon again partnered with comedian Gaurav Gera, to endorse its products and services on social media platforms including Facebook and Twitter. As part of the collaboration, Gera, can be seen in a couple of shopkeeper ads uploaded on Amazon's Twitter handle @amazonIN, and Facebook page, where he informs viewers about the whole range of products and services available on the online platform such as Easy returns, Easy payment options, 100 per cent original products, while replying to queries by the company's followers on Twitter.Social Media

Results were plain to see

LearningsNarrow targeting is essential for awarenessEssential to do more different campaigns for single communication for narrow targeting. So approach should beNarrow targeting + High frequency = AwarenessBreak down key messages, as its is easier to communicate and easier for TG to understand.The present campaigns from Flipkart, Olx, etc are on similar lines.

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