For the Windows Modern Laptop range they want to excite and Inspire Amazon customers and move away from the old Microsoft model passive to active approach. Ultimately building a new every stage active approach across the 3x key pillars of Inspire, Encourage & Select.
Co-branding opportunity: A partnership with Amazon Fashion STYLIST leveraging Amazon owned brands to create a curated look for each segments
This required internal business alignment with the Amazon Fashion group to ensure both profitability and reach through the collaboration. It was also important to secure Microsoft leadership's support to further invest in the concept. Both goals were achieved through clear communication channels and business strategy document reviews. Ultimately, we were able to leverage Amazon Fashion's resources and studio capabilities to further develop the creatives for the overall campaign.
Stakeholders: Microsoft Windows Sales Director, Head of Digital- EU, Amazon Fashion Program Head, Head of Hardlines, Design technologists and front-end production.
