ADRI CHOI
ECHO BUTTONS PRODUCT LAUNCH
NOVEMBER 2017
WHAT
Echo Buttons are first Alexa Gadgets, used for connecting to a compatible Echo device to deliver an interactive way to have fun and manage routines with Alexa. Each button illuminates and can be pressed to play games or activate an Alexa enabled routine.
CONTRIBUTION
• Stealth packaging with custom gloss print
• On-site art direction for photoshoots
• Inbox documentations and device markings
• Consultation on video creations with marketing managers and design agency.
• Echo Buttons Marcom material support for launch (A+ content, Prime Day, and Turkey-5)
ROLE/SOFTWARE
PACKAGING ENGINEERING
PACKAGING/VISUAL DESIGN
ART DIRECTION
VENDOR ONBOARDING
ADOBE PHOTOSHOP
ADOBE ILLUSTRATOR
ECHO BUTTON PROMO RESULT:
328%
GROWTH IN GROSS UNITS
(PRIME DAY PROMOTION)
6.4%
UNITS CONVERSION RATES
(INCREASED FROM 3.6%)
138%
INCREASE IN PLAY SESSIONS
276%
INCREASE IN OPS
(ACROSS THREE MARKETPLACES
US, DE, AND UK)
ECHO BUTTONS PACKAGING DEVELOPMENT
Echo Buttons were successfully launched in record time of 6-months (vs. 12-18 months) within Amazon devices. I pushed the limit to the stealth packaging and insist on the highest standards by raising the bar across all product touch points. Our team was established to bring a bit of fun and delight to the Alexa and Echo product families but traditional packaging standards limit our ability to tell that story to customers. Although unconventional, I presented the team a concept in which we would utilize the spot UV process to embellish the outside of the stealth box with fun graphic elements. I tied this together into the package as well delivering instant delight that was noticed by leadership during product reviews.
ECHO BUTTON MARKETING PROMOTIONS
In order to gain more traction and awareness for Echo Buttons sales, the team participated in a high-profile once-a-year event, Prime Day in 2018. In support of the promo, I produced 77 individual brand-aligned assets with the overall organization. The promo for the Echo Buttons surpassed the goal by 62% with an additional 21.6K in unit sales.
On top of her contributions to the Prime Day promo, worked directly with internal marketing teams to create multiple creatives to support several Echo Buttons promotions such as Back-to-School, product engagement for Fire TV and Fire Tablet placements, and “Buy Four Echo Buttons, Get $10 off” Promo, which drove 328% growth in gross units and 138% in play sessions. Units conversion rates also increased from 3.6% to 6.4%.
In addition, accomplishment includes creating 80+ support assets for Black Friday, Cyber Monday and Holiday promotions which generated an increase of 276.8% in Echo Buttons OPS across three marketplaces.Her continuous marketing support for Echo Buttons efforts includes revamping product detail page for better user experience in multiple marketplaces and promoting new feature launch, such as Routines for Echo Buttons.
PHOTOSHOOTS AND RETOUCHING
Setup and onboarded photography vendor for product and lifestyle photoshoots. Worked closely with Marketing Managers to capture the vision, I then art directed the photoshoots as well as did all post retouching on all product shots – buttons were shot unlit; all light up colors were done post.
PRODUCT VIDEO WITH EXTERNAL AGENCY – CONSULTATION & ART DIRECTION
Due to time constraints, marketing team opted with an external agency for the product video launch and also promo materials with a message of Gaming with Alexa. I acted as a consultant and provided art direction and feedback in overall production of the videos.
DETAIL PAGE & LAUNCH ASSETS
