PHILLIP McCARTHY
Creative Advertising & Branding Director

Challenge: When Alexa Care—a connected elder care service—first launched, it landed with a thud. It was let down by muddled messaging, no defined target audience, and a landing page that suffered from both. Undeterred, Amazon wanted to take another shot because they knew it had potential.

 

Solution: First, we defined the audience: caregivers. That cleared up messaging right away. Second, we overhauled the site UX. No more trying to decipher which part was relevant to you. Third, we wrote, filmed, and edited a new explainer video. It incorporated existing footage, which meant I had to shuffle around the still-relevant parts until the script made sense. Finally, we renamed it from Alexa Care to Alexa Together.

 

Result: A headline item at Amazon Day, Jeff Bezos’ answer to Warren Buffett’s Woodstock for Capitalists. The product page now knew who it was talking to, what it was talking about, and why Alexa Together is relevant and valuable. (To learn more about that project, click here.) Plus the video came out great, and the VO even has a dash of Moonlighting-era Cybill Shepherd.

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But wait—there's more! To learn more about the rebranding and video production sides of this project, click the links below.

Alexa Together: Rebranding

Alexa Together: Video Production