Challenge

Launch Zarbee's on Amazon in the UK, as an entirely unknown brand, and build awareness and affinity quickly with busy, health-conscious parents. The client challenged the team to go beyond a standard Amazon media plan and bring the brand to life.

Insight

Busy parents know how fast a cold spreads around the family when the kids go back to school, and how hard it is to look after their own wellbeing while keeping everyone else well. Adults get sick too, and they need to protect their children at the same time.

Idea

The Health Hive: a holistic wellness solution powered by honey, protecting the whole family. Three launch bundles for kids and adults, a parent survival kit at the heart of the hive, gave customers one clear headline rather than the whole range. Amazon Music playlists and bedtime stories supported family time (three months free with a bundle), and a Fire TV movie sponsorship encouraged more considered screen time. A voice-enabled Brand Experience on Alexa and a custom landing page led with the packs, backed by full-funnel media across Fire devices, audio, STV, DSP and Sponsored Ads.

My Role

As Creative Director, I led with a sales workshop and pitched it to the client, agency partners and internal Amazon teams. They bought into the thinking, and it opened the door to Fire TV, audio ads and a campaign that went beyond a standard ad-to-product-detail-page plan. From there the campaign was sold in, then upsold well beyond the original budget.

I oversaw it from first concepts, workshop and ideation through to delivery across digital and every canvas on Amazon, creating the environment for iteration, learning and development for the client and 25 key stakeholders across multiple teams.

Impact

• 23M unique reach over a four-month campaign

• 1,250% increase in organic brand searches

• 76% uplift in brand consideration

• 69.8% share of voice in the cough category

• The largest single campaign from Kenvue UK, and the first Alexa Brand Experience for a CPG brand in the UK