"Alexa Moments" Campaign
Introduction
We live in a world of expanding possibilities and life changing technologies. We also live in a world where simplifying our daily routine and instant gratification have become the norm. Amazon for all of us has been a website where what ever you could possibly want or need is within reach just at the end of your fingertips. That is why when they introduced the Amazon Echo to the world it seemed to fit the mold of the company perfectly. The Echo is described as a "smart speaker" that utilizes the Intelligent Personal Assistant (IPA) software known as Alexa. Responding to its call name Alexa the device is able to accomplish an endless list of skills such as voice interaction, playing music, making to-do lists, setting alarms, playing audiobooks or podcasts, providing weather, traffic, and literally any other real time information. It is also capable of controlling other "smart" home based technologies like Bluetooth enabled thermostats. We've all seen commercials like this...
These commercials are part of the Alexa Moments campaign. The campaign initiated by Amazon coincided with the release of the Echo Dot 2. The Echo Dot is a smaller "hockey puck" sized speaker that preforms all the same skills as the original Echo but in a more compact shell. The 2nd generation of the Echo Dot was released on October 20, 2016. This version was economically priced and could come in either black or white. The short and often humorous Alexa Moments commercials helped create a groundswell around the product and the new economically attainable $49.99 Echo Dot 2 presented a perfect landing pad for consumers. Amazon noted that they tapped into user submitted stories as the inspiration for many of their commercials. These genuine moments propelled the Alexa Moments campaign forward and helped the product seem more relatable and needed. Once the groundswell was tapped exposure for the campaign and product would take off on various forms of social media.
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| The amount of people that like and follow on Facebook |
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| Advertising for one of the Echo's skills |
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| Amazon responding to a complaint |
The Amazon Echo Facebook page contained a good amount of advertising as would be expected. There was also some cross promotion with different brands that the Echo incorporates in its skills such as sponsored news platforms, apps, smart products that could be operated with the Echo, etc. Overall the feedback from people was mixed with some questioning the company's taste in advertising. The mixed feedback showed that the administrators of the page were open to criticism and did not try to hide any negativity. It is noticeable that whenever a person posts a complaint the administrators try their best to respond and offer assistance. The theme of the page would appear to be geared towards promotion and assistance and not so much the Alexa Moments campaign. Amazon seems to use the Facebook page to talk to people that either have the product or are already associated with the product.
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| The number of followers on Twitter |
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| Advertising of one of its skills as well as #JustAsk |
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| Advertising for one of the skills |
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| A retweeted comment praising the Amazon Echo |
The Twitter account for the product is similar to their Facebook in terms of advertising, but it is overall much more positive. Everything retweeted paints the product and company glowingly which is of course the intent. There is also a lot more short videos and references to #JustAsk which seems to be based on the Alexa Moments campaign. The concept of these videos is similar to the commercials where people ask things of Alexa usually in a humorous setting...
Where the Facebook page had a healthy mix of advertising and user feedback/criticism the Twitter page was a lot more one sided. Funny and attention grabbing videos were shown in reference to Alexa Moments and the content remained positive and energetic. Amazon clearly tries to control the message a lot more through their Twitter than any other social network.
Instagram
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| A post comparing the original Echo and the Echo Dot |
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| A post from someone showing off their new Echo Dot |
On Instagram the Echo and Echo Dot are featured in a positive light sort of like on Twitter. Many people seemed excited to show off their new devise and where they had it set up in their home. There are also many user submitted video clips showing people asking Alexa odd things as well as creative and original videos. Overall Instagram provided a creative outlet that was far more user driven than either Facebook or Twitter. Of the three main social networks Instagram was the one that showed true enthusiasm for the product by the consumers rather than the company. Those that follow the page on Instagram appeared to be the most loyal and passionate for the product. There are no professionally produced Alexa Moment commercials, but the videos that are there appear to be inspired by the concept.
Youtube
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| Over 2 million views |
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| Over 4.5 million views |
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| Over 2 million views |
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| Over 8 million views |
How many people go back actually watch commercials? There is a reason why Netflix and Hulu are so popular because they meet our need for instant gratification when it comes to watching TV. The fact that many of the Alexa Moment commercials have been viewed millions of times on Youtube speaks volumes to the success of the campaign. They are short but properly aid in conveying the products message to consumers. More importantly they are entertaining to the viewer as evident by the number of views they have received.
Google Trends
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| Amazon Echo Dot |
Looking at just the success of the Amazon Echo Dot on a 12 month timetable you can see a surge for the product during the Christmas season. With the release of the 2nd generation on October 20, 2016 coinciding with the Alexa Moments campaign it created a huge buzz and an opportunity for Amazon to capitalize on their new product for the holiday season. In terms of a product release date Amazon picked probably the best time with interest and shopping at the highest for the season.
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| Amazon Echo Dot (blue), Amazon Echo (red), and Alexa (yellow) |
To understand the mindset of a consumer if you were to compare the interest of the Echo Dot, original Echo, and just the call name Alexa, social interest is greater with Alexa than the actual products that use the software. The best guess for this would have to be campaigning associated with Alexa Moments and #JustAsk. The commercials all have people saying the call out phase Alexa which is why there is more association with the advertised image of the product than the actual name of the product. Although people may talk about the phase more than the actual product that doesn't mean that people aren't still purchasing the product. In fact during the Thanksgiving Black Friday period the Amazon Echo Dot was the top selling item on Amazon. The total sales for the Echo and Echo Dot were even more impressive. Amazon confirmed enormous sales of these products during the holiday season and now estimates that over 8 million people own one of the devises. They also estimate that at least 82% of Amazon shoppers in the U.S. are aware of the product. So while just the name Alexa is trending higher compared to the name of the product that is still a very positive sign for Amazon. The strategy of the clever Alexa Moments commercials would appear to be working and most likely is playing a major factor in this interest.
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Using a 3 month timetable to evaluate interest in the Amazon Echo Dot there is a noticeable jump slightly after Christmas and on February 12, 2017. The Christmas theory fits into information shown on Google Trends while the February 12th jump may have a connection with the Echo's commercial during the Super Bowl which occurred on February 5, 2017. The Super Bowl being one of the most viewed televised events of the year has always been a draw for major companies to release new commercials. Amazon to their credit is an extremely successful company and can afford this kind of publicity.
Comparison of all three products/phrases produced similar results as discussed in the above Google Trends study.
Social Mention
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| Amazon Echo Dot results from Sunday 2/19, Wednesday 2/22, Sunday 2/26 |
The results on Social Mention indicated that the Amazon Echo Dot is a fairly relevant and talked about product. It was odd however when the results on Wednesday produced a noticeably lower result for strength and reach than the other days. However, the passion was the highest compared to the other two days. So while the likelihood that the Amazon Echo Dot being discussed on social media was down, the people talking about it were more passionate and likely to talk about it again. The time of day may have played a part in the results as it was in the morning as appose to the other two times taking place in the afternoon. The number of people taking about the product may have been down, but those talking about it were more dedicated and passionate. Overall the numbers were very impressive. A product like the Echo Dot and a company the size of Amazon should expect this to be the case. Its a piece of technology that is helpful and enhances day-to-day tasks and remains very affordable. So judging by the parameters set by Social Mention it would appear that a positive marketing campaign like Alexa Moments surely aided in the discussion of the Echo Dot.
Conclusion
The Alexa Moments campaign helped make the Amazon Echo/ Echo Dot a must have product for households. The short commercials were simple and to the point. Using mostly user submitted content Amazon produced over a 100 of the commercials. Results of the campaign worked in Amazon's favor as sales skyrocketing within the past year. On social media networks like Facebook, Twitter, and Instagram interest for the products is prevalent. Users of these sites respond to the company's advertising and are excited about the product. Criticism is there but the company is more than willing to help when called out. The name Alexa which a user must first voice in order to operate the software was very recognizable to consumers on social media. Having a recognizable name and image played a huge role in the marketing of the Echo and Echo Dot. Through a series of simple, funny, and relatable commercials Amazon was able to tap into the groundswell and make their product stand out.
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