Creative Direction
Client: Amazon Prime, Grubhub
Project: Product campaign for onsite, outbound, social, and paid display
My role: Associate Creative Director at Media Monks agency
The team: 2 visual designers, 2 copywriters, 1 producer
Timeline: 3 weeks Total Assets: 180 (English & Spanish)
Brief: Promote a new product feature that allows Prime members to link their account with Grubhub. Build on the insight that customers are more interested in free delivery than product features.
Approach: Prime members tune out anything that’s overly-wonky, like ‘account linking’. But everyone loves something for free. 🤓 That be came the campaign’s hook🪝to encourage signups, along with over-sized, visuals of top-performing food items. 🍔
Results: Campaign outperformed benchmark
Project Process
Copywriting: Headlines and hero information
Share copy with clients for feedback
Imagery: Source, retouch to match brand palette
Copy and design first round (R1)
Share hero assets with core client team
Apply feedback from clients
Hero assets (R2)
Present to Amazon leadership (Creative, CMO)
Hero assets (R3)
Presentation to higher leadership (VP-level)
Final leadership feedback/approvals
Create full suite of assets
Feedback/approvals from core client team
Export and upload assets (300+, English & Spanish)
Launch campaign
Optimize based on initial performance
Retrospective and performance evaluation
