Reimagining the Bestseller List
Design and develop Amazon’s flagship, weekly authoritative book lists with data only Amazon can provide to readers, authors, publishers, and media in the United States, and amplify the brand with digital advertising.
- Brand strategy & identity
- Creative services
- Search engine marketing (SEM)
- Digital advertising
Influenced by extensive landscape analysis, Amazon Charts’ brand, developed in collaboration with Amazon’s internal creative team, is versatile but meets Amazon’s overarching brand guidelines. The brand was then applied to animated videos and digital advertisements to introduce the reimagined book lists to the world.
Digital ads were displayed in unique ways to provide additional data and testing opportunities. Along with A/B testing of imagery and ad copy, advertisements geo-fenced the largest book conference of the year so that individuals within a certain radius would see ads introducing Amazon Charts to the world. These ads followed individuals for 30 days after the conference with click-through rate (CTR) exceeding the benchmark by 45%. Publishing houses were targeted using their IP addresses, exceeding average CTR by 43%. Furthermore, a Google Brand Lift study showed a 30% increase in product recollection, exceeding the YouTube industry standard of 15%.
Geo-fenced ads exceeded the industry average by 45%.
A Google Brand Lift study showed a 30% increase in product recollection, double the YouTube industry standard.