Leveraging social media and creative strategies to increase awareness of Amazon Teen
Amazon Teenis a new service that allows teens to shop and purchase parent-approved orders. Amazon sought to raise awareness of the programwhile alsohighlightingthe benefits of teens getting their own login, the process in which parents approve via text message and how this can help teens have some independence with minimal parental oversight. Fuse worked to improve the brand’s messaging, social strategy and creative approach so that it would conveythe program’s benefits in easy-to-digest snapshotsthat targeted both teens and gatekeeper parents.
Examples of this strategy included:
Creating a social media strategy that combined both paid and organic content that aligned with key milestones in a teen’s life
Designing a range of ad types for Facebook, Snapchat and Instagram and incorporating relevant messaging and creative that explained how the program works
Developing an organic content strategy that included focusing on key teen-specific items that were inexpensive and fit within relevant teen milestone moments
Targeting both teens and gatekeeper parents by utilizing strategic social media ad targeting tools
Throughout this process, Fuse continues to develop creative ideas and content to raise awareness of Amazon Teen and drive sign-ups.