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Amazon Back to School/Off to College
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The Back to School and Off to College campaign was a seasonal shopping initiative created to help students and families prepare for the academic year across North America. Running from June through September 2024, the campaign highlighted school supplies, technology, fashion, and dorm essentials across homepage placements, a dedicated shopping hub, email marketing, paid media, and social channels to drive engagement throughout the season.
As part of the North American Stores creative team, I produced search and paid social assets supporting the campaign rollout and ongoing promotional updates. During this period, Amazon was also evolving its visual identity system with refreshed typography and updated brand guidelines, creating an opportunity to integrate new design standards into live campaign assets while maintaining consistency across customer-facing experiences.
A+ for effort
The Search results page played a pivotal role in directing customers to the top results and related shopping hubs. The tech team had run Feature Cards to suggest hub pages with event-specific search terms for customers and Autocomplete widgets, testing with ASINs and editorial image directions for showcasing Back to School and Off to college shopping hub collections as a key word or term is typed in the search bar.
Across product detail pages, In-line messaging banners also ran across the top of product landing pages to drive customers from a shopping page directly to a specific event-subpage or deals page for either Back to School or Off to College.
Reaching students where they are
To appeal to the students across social media, a collection of paid social placements launched for Back to School and Off to College featuring editorial imagery shot internally by North American Stores and the Cross-Channel Marketing (XCM) event brand team. These assets served as a colorful, strategic approach of showcasing products within accurate price points and desirable curation of items that could be purchased from the event hub.
Key Takeaways
I created visual designs for the Back to School campaign, focusing on designs that attract users’ attention and provide guiding experiences. This process demonstrated the importance of effectively reflecting campaign themes visually.
Team
VP, U.S. Prime and Marketing Tech:
Carmen Nestares
Head Marketing Direction:
Allie Oosta, Jenn Anthony King
Executive Creative Direction:
Heidi Ware
Photoshoot Creative Direction:
Claire Moyle
Creative Direction:
Wendy Liu
Design Direction:
Christina Barton
Copy:
Daniel Kovalev, Sarah Sawyer
Design:
Grace Martinez, Matthew Garber, Teni Melkonyan, Cierra Smith, Danielle Burrows, Ozge Goyurek, Bethany Rennard
Creative Project Management:
Jonathan Huebsch, Natasha Graham
Curation:
Claire Jameson
