AMAZON ALEXA

Position: Lead Strategist

THE CHALLENGE

Amazon Alexa had inadequate answers for hundreds of questions that Gen Z users were asking, mostly ones relating to her personality.

The Amazon Alexa Personality Team didn’t have enough insights to tackle the most niche of questions for young audience groups. They worried about coming across as disingenuous or basic, which would result in a negative user experience.

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THE OPPORTUNITY

To conduct in-depth research and write witty responses for topics like video games, anime, movies, television and music. 

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WHAT WE DID

After conducting social listening and secondary research, members of our team would present concise research packages to the Alexa team on a wide range of culturally relevant, Gen Z-related topics.

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Our copywriters used these insights to write over 250 approved responses, which can be heard by millions around the world in eight languages and 42 countries.

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