THE ELEFANT IN THE ROOM
Launch a versatility Amazon Echo device designed to attract new customer segments into the Alexa AI franchise, while maintaining or exceeding projected global sales targets.
Sound the alarm on fun.
Smart speakers that “fits” wherever
Smart speakers that “fits” wherever
Despite a robust 500+ million Alexa-enabled devices actively in use everyday, increased competition and a lack of product relevance with younger demographics have contributed to declining growth for Amazon’s Echo smart speaker franchise. In close collaboration with the go-to-market and product teams, Devices Brand Studio (DBS) developed a strategy for reaching new audiences by introducing Echo Pop – a compact speaker with a Alexa AI, fresh design, range of colors, and an innovative form factor built for “smart-space” lifestyles of Gen Z and Millenials. To bring the Big Idea to life, we developed a creative anthem centered on how Echo Pop ”Fits” into your life – no matter how or where you live – in both fun and practical ways.
Results: Launched in 2023, Amazon Echo Pop is the best-selling device in the portfolio, with increased adoption of 1st time Alexa users, Gen Z, and Millennial customers. With a 4.7 star rating and Amazon’s Choice designation, Pop is considered among the ‘best of the best’ products from Amazon.
Role: Head of Brand Strategy; Insights, Brief, Positioning, Naming, Creative Development.
Strategy
Naming
Activation
Naming
Activation
“$40 Echo Pop packs a lot of value into a small package”