Amazon is one of the world's strongest global brands. But as a relatively new company in Sweden, there is still a brand journey to be made, to be perceived more local, get closer to the Swedish customer base and engage on a deeper level through earned media - which was the mission for Burson for Christmas 2022.
To succeed in this, we chose not to focus on Amazon's enormous product range and low prices. Instead, the strategy was to draw attention to the gifts that cannot be bought, wrapped and placed under the tree. This was done by launching the Santa Act of the Year campaign. An award that is awarded to a person who has distinguished himself by creating joy for his fellow human beings through his actions, in the big and the small. Someone who has spread true Santa spirit by doing that little extra. Simply a genuine Santa Act.
Results
The campaign was carried out in collaboration with influencer and author Therese Lindgren and was activated via PR, digital and social media. The campaign film asked the Swedish people to nominate someone who had been responsible for the Santa Act of the Year. Countless emotional contributions poured in. The stories about the various Santa Acts received attention in media all over Sweden and gave Amazon deserved space at the local level in a way that had never been done before.