Using denim to put Amazon Fashion on the map

Client: Amazon – Fashion Vertical

Strategic Service: Content Strategy (eCommerce sales focus)

Team: Natasha Meradji (Client Lead), Ophelia Stimpson (Strategy Lead), Sian O’Flaherty (Creative Lead), Serena Brown (Design and Photography), Esther Newman (Copy), all Refinery29.

Opportunity

Goal: Brand Awareness and Sales Conversion

Market: UK

Audience: Millennial Women

Amazon came to Refinery29 with a problem. The brand has a rich high street and luxury fashion offering, but few people associate Amazon with being a go-to location for stylish fashion staples.

Amazon wanted to find a way to engage millennial women with Amazon Fashion in a way that would convince them of the brand’s sartorial creds and drive on-site sales conversion in the process.

Insight

Changing brand perception is all about showing an audience what a brand is about – not telling them. Our research confirmed that Amazon was decidedly not our audience’s go-to location to make a fashion statement.

Research and analytics uncovered that denim would be the most likely style staple to drive our audience on-site, and we concepted our content series accordingly.

To help change brand perception, the creative strategy ensured Amazon Fashion would fit effortlessly into the existing editorial style of Refinery29 (known and loved for forward-thinking fashion by its audience). This aesthetic is epitomised by fresh, fun, collage-like graphics, beautiful but relatable photography, and honest, authentic copy – often in the form of first-person accounts.

Our strategy also involved the content being optimised for e-Commerce to increase Amazon’s chances of driving Refinery29 readers towards sales conversion.

Execution

Three fresh, authentic, onsite features gave Amazon Fashion the glow up it needed across a six month cadence. We began in the summer with a fun, premium photo shoot that showcased a mix of high street and luxury jeans to maximise awareness and coincide with the launch of Amazon Fashion’s autumn collections – We Challenge This Denim-Hater To Wear Jeans For 7 Days Straight.

We then followed up in the autumn with a more authentic, lo-fi feature that highlighted Refinery29 staff’s top denim picks with a set of eclectic collages and personal anecdotes – This Is How We’re Styling Our Favourite Jeans This Autumn . This was followed by a third article of a similar vein flighted in time for the Christmas sales – 16 Amazon Fashion Items You Need To Check Out.

Each feature was optimised for click through and supported by extensive social promotion, including shoppable Instagram posts.

The campaign exceeded all KPI benchmarks and Amazon saw a sales uplift across their UK women’s denim products.