With Covid-19 cases declining and lockdowns opening up in most parts of the country, brands have once again revived their marketing plans. The opening up has led to an upsurge in influencer marketing campaigns online, leading to clutter.
Amazon Alexa’s recent campaign, #MakeItSmartwithAlexa, however, manages to grab eyeballs through its interesting format. The influencers don’t simply promote the product but also show us how it can be used to make our lives easier.
“We are encouraged by the adoption of Alexa in India. It has become one of the most loved brands in the country. As a step forward in this journey, we see an opportunity to make the customer’s life easier and more convenient and make family moments special. Smart homes are an emerging opportunity in India and we wish to initiate the customer onto her smart home journey with Alexa. Some of the common myths around the category are high price perceptions and the belief that you can’t set up a smart home with existing appliances. This is how our campaign hashtag, #MakeItSmartwithAlexa came into place,” said an Amazon spokesperson.
The brand has on-boarded a diverse set of influencers from extremely varied walks of life, ranging from VJ José Covaco to author Durjoy Datta. And it doesn’t stop at that. They also use the influencer’s key strength in the campaign to demonstrate how the product helps make their lives easy.
For example, Covaco brings out the features of Amazon Alexa through his much-loved humour.
Akshar Pathak is also known for his humorous posts, but in a textual format. He recreates the same effect for the Alexa post.
Bruised Passports, a couple’s travel handle, regularly posts videos of cute couple things they do together. This post shows how Alexa makes it easy for them.
Even Durjoy Datta, a popular author, is shown reading a book to his daughter and then asking Alexa to switch off the lights.
They have also on-boarded popular actors Rohit Saraf, Mohsin Khan, Niti Taylor and Shantanu Maheshwari to promote the product on Instagram. They are also lifestyle influencers and make engaging content, making them best-suited to get a good reach.
They have created an interesting campaign on Twitter with #JustAsk. Stand-up comic Azeem Banatwalla is seen having a humorous banter with Amazon Alexa on Twitter.
The device also has a chat with actress Mandira Bedi and helps her click a well-illuminated selfie.
There’s a similar chat with Apoorv Sood, where he enjoys the weather while Alexa switches on the geyser.
The campaign presents several day-to-day scenarios, making it extremely relevant to all. It shows us how this product can help make our lives easier.
For this campaign, the brand has been able to fetch more than 3.5 million reach in an estimated media value worth Rs 20-25 lakh.
Sheeko Brandscore graph of the brand’s performance on Instagram over one year:
Speaking on the choice of influencer, the spokesperson said, “We choose influencers who resonate with our TG the most. Given the wide acceptance of Alexa, our customer base is rich in diversity. That’s the diversity you see reflected in our choice of influencers as well.”
For Amazon Alexa, their target audience includes everyone who has access to the internet and is an evolving segment.
Influencer marketing is an important aspect of Amazon’s marketing strategy. “Given our task of driving awareness and building consideration for the category with the customer, we need to be present where the customer is. We also need to find mechanisms of driving our message in an engaging way. Keeping that in mind, influencers form one of the levers in our entire campaign mix. We engaged relevant influencers across different social media platforms and leveraged innovative formats that the customer might find interesting. We are encouraged by the customer response to the campaign. You can expect to see more campaigns relevant to the customer by Amazon Alexa in the coming years,” the spokesperson said.
The influencer campaign is a part of the larger Alexa 2021 campaign. The campaign thought straddles across all customer touchpoints, including TV, digital, social and on-site. With the campaign theme of making smarthomes easier with Alexa, they even launched two ad films.
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