The Challenge
Amazon knows a lot about a lot. But teens? Not so much. Who does?
The company had built one of the most trusted brands in the world with parents, but connecting directly with teenagers was a different challenge. Teens are notoriously skeptical of brands trying to speak their language, while parents still wanted visibility and control over purchases.
Amazon had created a new product that gave teens their own login and shopping experience while allowing parents to approve purchases and share Prime benefits. The challenge was introducing it in a way that felt relevant to teens without creating anxiety for parents.
What We Learned
The answer wasn't to make Amazon act like a teen brand.
It was to understand teens well enough to create something genuinely useful.
We assembled a teen advisory panel, listened to how they communicated, what motivated them, and how they viewed independence. What emerged was a simple truth: teens wanted more freedom, but they didn't necessarily want to break away from their parents. They wanted trust.
Backwards unboxing - YOGA SURFER
Backwards unboxing - CLASS PREZ
What We Did
Rather than focusing on features and functionality, we focused on independence, self-expression, and the small moments of autonomy that matter to teenagers. The campaign leaned heavily into social channels, allowing us to move quickly and stay connected to the constantly evolving culture surrounding our audience.
The creative system was designed to be flexible. Content evolved almost daily, informed by performance, audience response, and ongoing learning from the teen community itself.
Amazon Math - AIR HORN
Amazon Math - DRONE SNACKS
What Happened
The campaign generated strong sign-up performance and helped establish a more relevant voice for Amazon with younger audiences. More importantly, it gave Amazon a foundation for building relationships with future customers years before they opened their first independent Prime account.
• Facilitated the creation of over 50 sponsored influencer posts – one of the first and largest Amazon influencer campaigns to date – resulting in over 36 million impressions and 1 million engagements.
• Drove 675,000 clicks to the sign-up page
Mobile sign up UI
Snapchat videos
My Role
I led creative development for the launch platform, working across brand, product, legal, and marketing teams to create a system that balanced teen relevance, parent trust, and Amazon's broader business goals.
Agency: Wexley School for Girls
Influencer integrations
