Multi-region approach ✔
Cost saving ✔
Efficiency ✔
Cost saving ✔
Efficiency ✔
✔ Project management
✔ Stakeholder management
✔ Brand guidelines
✔ Stakeholder management
✔ Brand guidelines
Context:
The Delivery Service Partner (DSP) program is an Amazon led initiative where people can start their own delivery business, and partner with Amazon as their client. Amazon chooses who they'd like to partner with based on their core values, if successful Amazon gives them guidance throughout the process to start their own business and how to run it. It is very similar to a franchise structure.
Problem:
As the brand and program was adapted from the North American (NA) version of the program, across the EU (and globally) we had to also use the photography that has been produced with an NA viewpoint. Though the photographs showcased scenarios that highlighted the program, they were not suitable for our EU audience. The photography was quite cool in tones, with talent that did not quite showcase the diversity needed across demographics in the countries the program is running in.
Solution:
Through negotiations with a new agency, I was able to secure a deal for us to film EU Stories videos, and shoot this photoshoot at the same time, at the same location. This allowed for a quick turnaround, and for cost saving. I worked with stakeholders across Germany, Italy, Spain and France, to manage expectations, reservations and input, for this photoshoot to accurately feed into all markets. Stakeholders in North America (NA) also had to be involved to ensure alignment on the content, and justification for not using what we already had.
As part of my wider content strategy to build foundational brand content, I wanted to focus on 3 main areas: relatability, human, and boss. There was a lot of pushback to produce any photography that was outside the Delivery Station, but through a few conversations with stakeholders and storytelling, I was able to solidify the approach to create as much content and scenarios as possible through our photoshoot, with multiple demographics being represented with each model chosen. We were able to showcase our DSPs in multi faceted lives that were not limited to the job itself. This has allowed for diverse uses of the content, and new strategic copy and messaging to position the program.
New EU Photography
Existing NA Photography
