Amazon wanted to remind consumers to "wrap up" their holiday shopping with Amazon, so we decided to take it literally, and created a custom holiday wrapping paper that would make any gift look like an Amazon cardboard box—complete with an Amazon Packing Tape ribbon. Once the wrapping paper was made, we created a sappy, vintage holiday commercial for it, reminding customers that it was never to late to do your holiday shopping on Amazon. Our audience reacted positively, and even asked where they could purchase the wrapping paper, inspiring us to send it to social creators who then used it to wrap their favorite Amazon holiday finds. In the end, we reminded customers that the best gifts, come in Amazon boxes.

To encourage consumers to "wrap up" their holiday shopping with Amazon, we decided to take it literally, and created a custom holiday wrapping paper that would make any gift look like an Amazon cardboard box—complete with an Amazon Packing Tape ribbon. Once the wrapping paper was made, we created a sappy, vintage holiday commercial for it, reminding customers that it was never to late to do your holiday shopping on Amazon. Our audience reacted positively, and even asked where they could purchase the wrapping paper, inspiring us to send it to social creators who then used it to wrap their favorite Amazon holiday finds. In the end, we reminded customers that the best gifts, come in Amazon boxes.

Despite the holiday's feeling like they begin earlier, 70% of people still wait until the week before the holiday to do some of their shopping, with younger customers more likely to delay shopping. And an Emory University study has shown that a rushed gift can feel more impersonal.

We wanted to remind customers that there was still time to shop last-minute deals at Amazon, but also wanted to include something that would add a special touch.

Introducing: Amazon Box Wrapping Paper. The wrapping paper that tuns any gift into a package.

Once we saw that consumers were reacting positively to it, we sent the custom wrapping paper to 3 partner creators to further the reach of our message, and draw even attention to the custom wrapping paper.

Despite the holiday's feeling like they begin earlier, 70% of people still wait until the week before the holiday to do some of their shopping, with younger customers more likely to delay shopping. And an Emory University study has shown that a rushed gift can feel more impersonal.

We wanted to remind customers that there was still time to shop last-minute deals at Amazon, but also wanted to include something that would add a special touch.

Introducing: Amazon Box Wrapping Paper. The wrapping paper that tuns any gift into a package.

Once we saw that consumers were reacting positively to it, we sent the custom wrapping paper to 3 partner creators to further the reach of our message, and draw even attention to the custom wrapping paper.

The stunt resonated with our audience as users showed their love for the wrapping paper in the comments. Sentiment was overwhelmingly high resulting in 27% above-average. Users asked where they could get the wrapping paper for themselves inspiring us to put the wrapping paper into production, and make it available for customers to buy next season. To further the conversation, we sent the wrapping paper to creator partners who used it to highlight their Amazon holiday finds on their own channels. Not only did we remind customers to wrap up their holiday shopping with Amazon, we are now officially manufacturing the wrapping paper for the upcoming 2024 holiday season. What started as a joke to delight fans, is now a new product line that can become a holiday staple in the homes of our customers.