Website: amazon.com/thedrop
Overview:
Amazon's initiative, The Drop, collaborates with global influencers and fashion designers to create limited-edition collections. The project aimed to provide customers with trendy fashion pieces directly inspired by influencers' personal styles.
The Challenge:
The challenge was to streamline the process of delivering and approving web assets for each campaign. The existing workflow was slow and inefficient, risking delays in launching the limited-time collections, which could negatively impact customer engagement and sales.
My Solution:
I developed and implemented a comprehensive guide that adapted existing guidelines from Red Antler to fit Amazon’s specific requirements. This guide outlined all necessary content, including images and videos, that influencers needed to provide. The goal was to ensure that each influencer's unique aesthetic was accurately represented in both selling and marketing materials.
Implementation Phase:
The new process facilitated faster design, review, and approval of web assets. It included clear instructions for influencers on the type of content needed and streamlined the internal workflow, ensuring that all assets were ready well before the launch of each collection.
Outcome:
The implementation of the new guidelines significantly improved the efficiency of the project. Each collection was launched on time, maintaining a high level of quality and consistency. The Drop became a key player in Amazon's fashion strategy, providing customers with fresh, on-trend items every few weeks. The project also enhanced Amazon's brand presence in the fashion industry, aligning with their broader strategy to compete with other major retailers.
Thanks to the tailored process, every single drop was launched on time without setbacks, and the usual approval times were reduced by 47%.
