This strategy capitalises on insights that many users (over 63%) regard their devices as fashion statements, resulting in a curated selection of Windows laptops tailored to different customer lifestyles. The strategy comprised user segmentation, a curated lookbook with Amazon Fashion, media creation, and an awareness and acquisition hub to help customers discover and buy. This case exemplifies inventive thinking, creativity, and customer-centricity as insights are transformed into a compelling approach in the middle of a global epidemic with lockdown constraints. The effective implementation of a remote fashion shoot, designed in collaboration between Microsoft and Amazon Fashion, tackles customer confusion about laptop purchases by segmenting the market based on lifestyle profiles. Completed in just three months, the project showcases adaptability and innovative remote collaboration.
The idea demonstrated exceptional performance with a unique approach to market segmentation and creative strategy. The campaign achieved over 18 million unique engagements, generating 196 million impressions and driving significant increases in awareness and sales. Notably, the initiative resulted in £4.7 million in sales, with 12,000 units sold, highlighting the campaign's success in navigating the challenges of a global pandemic through innovative remote collaboration and a customer-centric approach.
Another significant achievement of this concept was its productization and expansion into the US market, as well as the idea's adaptability and scalability, bringing additional revenue to the Amazon Advertising business.
