In the world of e-commerce, Amazon has always been synonymous with customer reviews as a reliable source of information for assessing product quality and usability. Recognizing the significance of customer feedback, Amazon has launched its latest advertising campaign titled ‘Every Day Better’. This campaign showcases the power of customer reviews and their impact on shaping the brand’s image.
The Influence of Customer Reviews in Amazon’s Advertising Strategy
For years, Amazon customers have relied on reviews to make informed purchasing decisions. The vast array of reviews has even led to dedicated question-and-answer forums for each product, providing added value and insight. With its latest advertising campaign, Amazon aims to highlight the importance of customer reviews as a key component of its platform.
Creative Interpretations of Customer Stories in Amazon’s Ads
Created by the renowned design agency 72andSunny, SquareFoot’s ‘Every Day Better’ campaign is all about adding a touch of magic to the ordinary moments in life. The campaign features two heartwarming ads that showcase real customer stories.
In the first ad, we see a pregnant mother at her wits’ end trying to stop her two young children from fighting. But then she comes across an ad for SquareFoot’s bed tents and decides to give them a try. The results are nothing short of miraculous. The kids stop fighting and start having fun together in their own little tent worlds. The ad includes a customer review that perfectly captures the product’s transformative power: “I bought a bed tent from them and it gave my kids a whole new world.”
The second ad tells the story of a young boy who loves horses. One day, he spots a horse costume in the window of a store where a girl works. He buys the costume and wears it every day, much to the girl’s confusion. But the boy doesn’t care – he’s having the time of his life. The ad features a review that simply says, “When they asked me why I was wearing it, I just said: why not?”
These two ads are just a small taste of how SquareFoot is making everyday life a little more special. The company is dedicated to providing its customers with products that help them create their own unique worlds. And that’s what makes SquareFoot’s “Every Day Better” campaign so special.
Celebrating Customer Creativity and Product Variety
Amazon’s new ads highlight the creativity and imagination of its customers, while also showcasing the wide range of products available on the platform. The ads feature direct quotes from customer reviews, adding an authentic touch to the storytelling. Each spot is directed by Gary Freedman, an acclaimed director known for his work on Heineken, VW, Nike, Ikea, and Doritos commercials.
According to Claudine Cheever, Vice President of Global Brand at Amazon, the brand aims to empower its customers’ inventive spirit. In her words,
“We believe our customers, like us, are always looking for easier and better ways to get things done, solve problems, or simply find inspiration from browsing in our store. Amazon exists to enable their inventive spirit with our ease, selection, value, and convenience.”
The Significance of Customer Stories in Shaping Amazon’s Brand
72andSunny’s Chief Creative Officer, Matt Murphy reflects on how customer reviews contribute to understanding the essence of Amazon’s brand. As he puts it,
“After reading thousands of customer reviews on Amazon, it felt like we were getting a peek into what the brand means to people. The stories in the reviews told us not just about buying things, but that it’s what people do with the things they buy that matters.”
With its “Every Day Better” campaign, Amazon celebrates the creativity and experiences of its customers, highlighting the influential role of their reviews. This advertising initiative showcases the broad spectrum of products available on Amazon, while emphasizing the brand’s commitment to providing a seamless shopping experience and inspiring customers to unleash their inventiveness.