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Integrated Perception Campaign: Social, Video, Display, Custom Editorial, Audio, Email
Launch the world’s most recognized voice assistant on Twitter while laying the foundation for long-term success.
We created a bespoke online persona that leaned heavily into Alexa’s natural identity as a quirky-but-helpful AI.
Doing so allowed Alexa to connect more authentically with audiences in a space where entertainment is everything and skepticism runs high.
Within 24 hours of its debut, @alexa99 beat client benchmarks for Likes, Retweets, Replies, and Followers, with its creative strategy
and content pillars serving as the jumping off point for other activations and platform extension to come,
such as a 5th Birthday celebration, complete with cake and her own custom ice cream flavor—Mint Microchip—and an April Fools’ Day
influencer campaign, the latter sadly scrapped because of Covid.
Creative Direction, Strategy, Writing, Influencer Outreach & Management