Amazon FRESH

Amazon Fresh is an online and in-person grocery store. The client came to Movement Strategy with the goal of growing and establishing an online social media presence, hoping to establish a tone of voice and perspective. My teammates and I were instrumental in developing the tone of voice and brand pillars: educate, inspire, and connect. From there, we developed content.

My role is to contribute to content brainstorms, design decks, attend in-store events and collaborate with creative directors, photographers and models.

This particular client has taught me so much about building a brand and online presence from the ground up. The team and I had two specific goals:

Drive awareness of Amazon Fresh as an omni-channel grocer
Build brand loyalty at all shopping occasions (delivery, pickup, mid-week refill, etc.)

Joy of cooking 🤝joy of shopping

Joy drives the bulk of the content on the Amazon Fresh page. Keeping that in mind, along with the brand pillars, I designed content and allowed the performance on social media to guide my ideation process moving forward. Each month, the team and I found new learnings that served to help us improve performance going forward.

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EDUCATE

One of our brand pillars is educate, so I constantly find myself thinking of content pieces that could be useful for people who don’t have too much experience in the kitchen. Followers seem to respond well to these kinds of pieces.

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inspire

We give our followers time-saving tips and trending recipes, empowering customers to find joy in food.

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CONNECT

We utilize stories to connect with our followers and create opportunities for engagement, building a sense of support and community.

I make sure to feature priority products and brand-product sin an organic manner.

Working closely with the client, we make sure to request shots and videos for content pieces. Additionally, I’ve been on-site and have worked with photographers and models to capture content. In the instance on the right, it was the image of a smoothie bowl.

As someone who loves to cook, I loved ideating for this account. I was in charge of ideating a specific number of content pieces a month across Instagram and TikTok.

TikTok in particular was really fun to ideate around. Client would provide us with their priority products, and it was up to myself and the team to ideate content focusing on the products.

One of my ideas was to partner with TikTok influencer to create ice cream sandwiches using Fresh priority products.

The team had fun with TikTok, which I believe shows in the results. As it currently stands, Amazon Fresh has 334.6K followers on TikTok.

Over the course of 7+ months, I’ve helped develop a visual toolkit. The toolkit contains our best visual practices for everything from photoshoots, typography, to color swatches. As it currently stands, the Instagram page is at 82k followers — they were under 50k when we first worked with the client in November.

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