Audible on Alexa | Happy Listening
Audible’s Global Director of Social Media approached me with a challenge. Their data showed that Audible users who listened on Alexa devices were stickier customers and spent more money. The problem? Not many folks knew they could access their Audible accounts on any Alexa device. My solution was a video and static campaign first introducing users to the device integration via hero spots followed by quick-hitting demonstrations of a variety of voice commands to drive actions. The assets were distributed to Audible’s 11 international marketplaces with editable files, ready for simple marketplace-specific trans-creation.
Director of Video and Photography: Cristobal Valecillos
Hero Spots
I started with hero spots to drive awareness of the integration between Audible and Alexa. I shot a range of Echo devices in settings that reflected top use cases for Audible users and homed in on the emotional benefits of listening to a story.
Listening Moments
As a follow-up to the awareness-driving video I created a suite of short videos featuring fun, social-friendly demonstrations of specific voice commands to drive action.
Static Posts
To round out the campaign I also provided a suite of editable static assets for Audible’s global social media teams to very easily adapt language, featured titles, featured Echo devices, and featured voice commands.
