Alexa Kids

Creative direction, copywriting, customer research, production agency partnership, marketing collaboration

Partner agency: The Alt League
Product Marketers: Becky Brown and Wenchelle Lao
Designer: Andrew Durano and Rachel Gibbs

Alexa faced low customer awareness and high acquisition costs for Kids devices, with consideration significantly lower than other kids and Alexa devices.Our goal was to drive awareness and device sales while achieving effective brand building.

Ahead of Amazon's annual Prime Day, we launched an integrated Alexa for Kids campaign with consistent creative across video, offsite, and onsite advertising channels. As the Creative Lead, I partnered with product marketers to uncover key customer insights that influenced the creative direction of the campaign. Our big, insight-driven idea was that Alexa's Echo Kids devices are "training wheels for technology” thanks to their parental controls and kid-friendly features. We strove to build trust with parents and reassure that Alexa can safely be part of their child’s life. The creative direction showcased authentic family moments that celebrated childhood wonder and curiosity—reinforcing that kids can “stay kid” with Alexa.

The campaign exceeded goals with significant brand awareness increase, more efficient acquisition, and major increases in site traffic. Overall, it generated strong ROI across markets while proving to be a breakthrough campaign with audiences.