Case Study - Formidable
Amazon Internal Comms Campaign
For staff at Amazon, the pre-Christmas period is the busiest in the year. The PR team chose to work with Formidable Media to deliver a world-first internal comms campaign utilising the new Echo Show and Alexa Skills.
Peak Buddy was intended to provide light relief, share wellbeing tips and resources, relay motivational messages from internal stakeholders, and remind hardworking team members to take regular breaks during a potentially stressful period.
Peak Buddy Production
As Project Manager, I was the first point of contact for the client and managed a six-figure budget to deliver this suite of content, orchestrate delivery of over 250 devices to team members worldwide, and creating instructional guides to help raise awareness of this skill and how to use it.
The skill itself featured guided meditations, cute videos of puppies and kittens, fitness videos featuring influencers and even festive games. My role saw me sourcing stock footage, commissioning influencer content, and co-ordinating video editors, motion graphic designers and developers to bring it all to life.
With a tight deadline and small team (production began in October with a need for weekly updates to content throughout November and December), I worked closely with the client and developers to test the skill, its usability and user journey.
In addition to new content added weekly, update emails would signpost users to the Skill and its content. I would write the instructional copy according to Amazon’s tone of voice with clear CTAs so users would know how to use it and what exciting new additions were waiting for them, before enlisting a graphic designer to bring it to life visually in line with the brand’s style guide.
Results
Provided the client with key findings which could shape future internal comms campaigns using Alexa Skills
50% of users invited engaged with the Skill
Number of sessions peaked when games were introduced
Users averaged seven interactions per session and 13 interactions per week - suggesting the Skill was engaging enough to keep them coming back
Average sessions per user remained above three right up to Christmas break, above average for an Alexa Skill