OVERVIEW
We were charged to convince college students, primarily freshmen and sophomores at large institutions, that amazon.com is the smartest place to resell their textbooks to unleash more value with less hassle. By offering competitive rates (up to 70% back), easy shipping instructions, and the Amazon student app, students are attracted to this alternative to selling textbooks.
SOLUTIONS
We first conducted primary research and interviewed college students to better understand their day-to-day realities. From there, we identified key value propositions for Amazon that could address some of the everyday challenges voiced by college students.Through this research, we developed an integrated campaign — online, mobile, print, transit, and location-based media — to engage college students and get them to make Amazon their source for selling used textbooks or purchasing college essentials.
RESULTS
Through our efforts, we helped Amazon to successfully launch AmazonStudent with on-brand messaging backed by research and a clear understanding of the realities of the college students. Eventually, Amazon Student’s offering was expanded into brick and mortar Amazon Stores and backed up by Amazon Prime.