For 3 months during the fall, India is in celebration mode. It's the most vibrant and celebratory time of year with billions of people coming together to pay respect to family, culture, food, religion and light. We decided to create an experiential brand love campaign in concert with our largest annual campaign, The Great Indian Festival.

Our strategy was to infuse emotion into what are typically only viewed as commodities or products available on our platform. We believe that behind every product is a human story and set out to tell those stories through visual narratives (long and short form), experiential on-the-ground activations, digital/social, and even through the metaverse. Our campaign was able to connect with consumers emotionally because we used real people and engaged with consumers one-on-one during the festival season thereby increasing brand affinity and loyalty.

A large American e-commerce brand was typically known to consumers as a utility brand, we needed an idea that led with emotion to begin to add dimensionality within the brand. To help consumers overcome their fears and doubts we had to show them what was important. We know that when people buy products there's a human story behind each purchase. We amplified those stories of how our products bring people together in support, adoration, and love. Life stories that enable confidence, independence, self-reflection, and moments of solitude. We led our campaign with emotionally led visual narratives that set the tone for the entire campaign reinforcing how you can Find _Life on our platform.

We conceptualized a campaign ahead of the festive season reiterating the value Amazon brings to the lives of customers. We launched a digital first campaign called #Find_Life consisting of three films, Find_Life (hero film), Find_Celebration (introduced ahead of Dussehra) and Find_Light (introduced ahead of Diwali) showcasing how people come to Amazon.in to ‘find’ products to celebrate and express emotions in different moments of their lives. The campaign did not use actors, but rather told stories through the lives of real people, sharing their real experiences and stories to maintain authenticity in the narratives. The films utilize both drone and handheld cameras to express scale in accessibility while also maintaining intimacy by allowing the view to be “in the action.” The campaign videos were amplified on owned social media channels, Twitter Trends, influencer activations, and press release dissemination.

The campaign was designed to drive the purpose-led narrative of Amazon being more than a transactional platform to an emotional journey through an overarching campaign highlighting Amazon as a social, positive, and inclusive organization through shared experience and inspirational stories. The campaign kicked off across digital medium respectively on September 2 2022 and was phased out in intervals leading to Diwali. Our strategy comprised a mix of PR activities to build affinity with consumers that extends beyond offers via press release dissemination, influencer activations, and amplification on Amazon.in’s owned social media channels. We also drove thought leadership for the spokespeople through one-on-one interactions with the print/online and electronic media. Given that Amazon reaches out to almost 100% of pincodes in India, we did not want to restrict the scale of the campaign and thus used owned social media channels to reach out to new and potential audiences.

Media Outputs

· 567 media stories, reaching 34M+ people with no paid media

· 93 influencers; 1.2M+ impressions, 241K+ reach and an engagement of 4.9K+

· 35M+ people reached through #Find_Life campaign videos

· 18,000+ tweets on #Find_Life reaching 8M+ people

Target Audience Outcomes

· 80% of new customers came from tier II & III towns.

· Over 15 Lakh new customers shopped from Amazon Fashion and Beauty with more than 85% from tier II cities and beyond.

· Amazon Fresh orders grew during this campaign period by 29% vs 2021.

· Mobiles & Accessories saw strong double-digit growth as compared to AGIF'21 and 5X times when compared with business as usual with 80% of customers coming from Tier II and III cities

Business Outcomes

· Shopping was made more affordable for customers with offers from 7 Banks and 1 payment partner (RuPay)

· Offers were accessible to 79% of India's credit card base and 93% of India's debit card base.

· Amazon Pay Later registrations increased by 4X this festive season vs average business day.

· With 6.5 lakh registrations during GIF 2022, Amazon Pay Later crossed milestone of 60 Lakh registrations.

· Every 8 out of 10 Shoppers had access to credit through products like Amazon Pay Later, Debit Card EMI, Credit Card EMI, NBFC EMI; introduced new options for customers to shop such as cardless EMI purchases on ICICI and HDFC