"I was in one of its mega studios running workshops with its killer in-house creatives and planners when global marketing VP Claudine Cheever and head of global planning Christopher Marchegiani cornered me, triggering my heightened super marketing senses. They were grinning. I could only assume Jeff had shown the team my private Amazon Prime order from the week before and wanted an invite over to my place. Alas, it was even better news."
"They were keen to re-run my favorite Christmas ad from 2023, Joy Ride, the one with the sledding grannies that almost everyone loved. But first, they wanted to test it to see if it would still work. Two years after it excelled in testing and ran all Christmas, once again, it scored 5.9 with fresh audiences. I was so proud."
"Originally, they got pushback when making the ad because the sledding cushion featured wasn't even available in all the markets where it aired. How can Amazon increase sales if the featured pillow isn't even available? Decades of marketing research by the likes of Les Binet, Peter Field, Orlando Wood and, well, myself ( honks own horn) across all media channels conclude the same thing: emotional tugs trump rational pushes [editor's note: quite the tongue-twister]."
Amazon re-tested and decided to re-run the 2023 'Joy Ride' Christmas ad featuring sledding grannies after fresh audience testing produced a 5.9 score. The campaign decision reflects four core principles of modern marketing effectiveness, starting with the power of fluent, emotional storytelling. The ad faced internal pushback because the featured sledding cushion was not available in all markets, yet decades of marketing research show emotional appeals outperform rational ones. Distinctive narrative ads capture attention, increase brand positivity, build relevant memories, and drive long-term brand and business growth.
Read at The Drum
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