By the midway point of 2016, Fitbit had been a minor advertiser on the Amazon platform, mostly utilizing eComm desktop and mobile banner units. Our goal was to present them with some big ideas to not only help grow them as an Amazon advertiser, but to help grow their brand with more customers.
As part of a collection of proposed ideas, Fitbit immediately bought the concept of the proposed running game. A truly unique execution that was a first on the Amazon advertising platform, the running game ran across all of Amazon's devices—desktop, Fire tablet, Fire TV, and mobile.
The Charge 2 Running Challenge was one of the biggest metric successes in Amazon Media Group history for the Fire tablet, reaching a 5% clickthrough rate over 8.5 million impressions – 5x higher than the average CTR for wake screens on Fire tablets. The overall campaign reached 36.5 million customers.
Due to the running game's success, Fitbit requested a second game to coincide with their second holiday release of 2016: the Flex 2 swimming fitness tracker. Through an escalated timeline, the Flex 2 Swimming Challenge was created and launched in time for the Flex 2 product release. Not to be outdone, the swimming execution broke the recently set CTR record with a 7% clickthrough rate.
By the end of 2016, Fitbit had increased its annual Amazon Media Group budget to $2.84 million – an 84% YoY increase.
By mid-2015, Crocs had never advertised with Amazon Media Group. The design team was approached with an ask to put together a few standard executions as part of a larger pitch to the client to introduce them to advertising on Amazon devices for the upcoming holiday season. Upon further research, I discovered Crocs' Star Wars line, and immediately linked this with the upcoming Star Wars: The Force Awakens. These images portray the exact mocks of a custom experience that was presented to the client, who bought the execution immediately without any requested changes.
Upon device wake, the customer is presented with the immediate wake screen with a dual call-to-action, giving them the choice to decide between the Light and Dark sides. Depending on the choice, they are taken to a custom landing page where they can shop for (and toggle between) themed Star Wars Crocs.
For 2015, Crocs went from spending $0 to a year-end $460k spend, projecting them as a top tier client in 2016 and beyond. The Star Wars execution garnered a 2.04% CTR, twice the amount of the average CTR on the Fire tablet.
Quote from Crocs: "We wish our advertising agency did this quality of work."
Clash of Kings
Concept; Design; Art Direction
As part of a pre-sales pitch to Elex Tech, the maker of the mobile game Clash of Kings, we proposed the idea of "playable ads". Due to strict policies around Amazon devices, we were unable to deliver actual playable executions on the Fire tablet. Instead, the concept of triggering miniature animations to simulate gameplay was proposed.
The tablet experience was a first of its kind for the Amazon advertising platform, and ran over Black Friday / Cyber Monday. The experience netted Clash of Kings over 30 million impressions, helped claim its highest ranking ever in the Amazon Appstore, and for the first time ever, outranked its main competitors (Mobile Strike and Game of War).
I am the currently Amazon Media Group's lead designer for the Newell Brands account – a holding company for brands like Coleman, Rubbermaid, Sharpie, Paper Mate, Oster, Sunbeam, Elmer's, Crock-Pot, Prismacolor, and Calphalon among others.
The Gear Up & Get Out There event is a page that just recently launched which housed an assortment of outdoors gear. The challenge on this intricate mini-site was working with the client who had zero assets, and required quite a bit of guidance and recommendations in order to display their most important products.
During my time at ESPN, I became the owner of the ESPN Radio monthly sweepstakes. Previously, the sweepstakes had always been built within the shell of the ESPN site, as seen in this past example (excuse the header, the site has since been updated). I decided to break outside of the standard shell and create little mini-sites for each sweepstakes. The clients loved it, and kept coming back for more.