AMAZON

Oprah’s Favorite Things

Every year, Oprah teams up with Amazon to put a big, festive bow on the arrival of the holidays. Encouraging customers to shop Oprah’s gift ideas on Amazon– with double-page spreads in O magazine and a multitude of onsite placements– meant having to balance the Oprah brand voice with that of Amazon’s.

Results: Within 18 hours of launch, Oprah’s Favorite Things received 179 unique press placements.

What I did: Writer, Campaign concept, Messaging strategy, Copy (double-page spread in O Magazine), Copy (onsite Amazon)

PRIME DAY

If Coachella and Black Friday had a baby, it would be Prime Day. Amazon’s biggest sales event of the year is celebrated globally (across 21 countries), hosts star-studded music events, offers thousands of exclusive deals, plus original digital content and product releases. The tone for Prime Day had traditionally been one of jubilant celebration, with campaigns that felt more like parades, covered in confetti and held up by balloon animals. But 2020 was different. The arrival of a global pandemic required a careful and considered adjustment in tone, clearly defined in a global style guide, and realized consistently across all onsite placements.

Results: Biggest Prime Day yet. Prime members saved over $1.4 billion. Small businesses pulled in $3.5 billion. 600,000 backpacks were sold.

What I did: Primary writer, Campaign concept, Messaging strategy, Copy (onsite), Style guide

HOLIDAY TOYBOOK

After months of being confined to their homes in social isolation due to the pandemic, families were longing for any positive distraction or small comfort that could bring a bit of early holiday spirit into the home. The 2020 holiday toybook therefore needed to be more than a toybook. It needed to be a 91-page joybook, with stickers, puzzles, stories, and fun activities that the whole family could love. 28 million copies were sent to customers across the US, and some kids even ended up circling all 500 toys featured in the gift guide.

What I did: Primary writer, Concept/theme development, Activities concept development, Copy (print)