ADRI CHOI
AMAZON DIGITAL DAY 2016 CAMPAIGN
DECEMBER 2016
WHAT
Amazon Digital Day in December 2016 –
for a period of 24 hours, customers
could get discounted deals on movies, TV shows, video games, mobile apps & games, eBooks, comics and other digital content. The multi-year vision is to position Digital Day as a cultural event in line with Prime Day, Cyber Monday or Black Friday.
CONTRIBUTION
• Brand Strategy and 360 marketing campaign.
• Built out templates for 1P (internal digital categories such as Amazon Video and Kindle books) and 3P adaptation for contents and landing page for app discovery to download.
• Assets built were used across multi customer touch points including retail web landing pages, mobile, social, print, and streaming radio channels. The campaign required over 450 assets that were produced solely in less than three weeks.
ROLE/SOFTWARE
VISUAL DESIGN
BRANDING
ART DIRECTION
ADOBE PHOTOSHOP
ADOBE ILLUSTRATOR
RESULT
$3MM
HIGHEST SINGLE DAY APPSTORE OPS
(DIGITAL DAY BEAT CHRISTMAS DAY 2016 SALE OF $2.5MM IN OPS)
$383K
HIGHEST SINGLE DAY APPSTORE PROFIT
(3.8X GOAL FROM
PROJECTED $100K)
221%
INCREASE IN
EBOOKS CATEGORY
(HIGHEST SINGLE DAY OPS)
126%
YOY GROWTH FOR
AMAZON VIDEO
(HIGHEST SINGLE DAY OPS)
26K
CUSTOMER PARTAKE IN
AMAZON MUSIC
UNLIMITED OFFER
(HIGHEST SINGLE DAY OPS)
$580K
UFC 207 EVENT
ON FIRE TV
(HIGHEST SINGLE DAY OPS)
BRANDING AND MAIN MESSAGING
Digital Day offers discounted deals on several cross function channels such as movies, TV shows, video games, mobile apps & games, eBooks, comics and other digital content. By iconifying these channels into category icons, I was able to scale them easily and adapt them in every layouts. The main message of Digital Day came in 3 stages – awareness of the event, the deals and offers during the event, and lastly, the actual launch of the event.
BEST OF
MOVIES
GAMING
DEVICES
FAMILY
DEALS
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MARCOM ASSETS
Assets built were used across multi customer touch points including retail web, landing pages, mobile, social, print, and streaming radio channels. I was the sole designer for this campaign and produced over 450 campaigns assets in less than three weeks, and I also produced photoshop templates for cross-functional teams to adapt to cohesive styling.
MULTI-TOUCHPOINT TAKEOVER
