Campaign Management ✔
Cost saving ✔
Brand building ✔
Cost saving ✔
Brand building ✔
✔ Voice of the customer
✔ Content strategy
✔ Project management
✔ Content strategy
✔ Project management
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:
The importance of having real life testimonials from existing DSPs became apparent after a little bit of research into the hesitations of applying and/or being interested in starting your own business. At the time we had 2 videos on the website showcasing examples of DSPs who had started their own business, and this was what drove a lot of people to apply at the final stage of the funnel. Through this research, it also became apparent that more female representation was needed.
Solution:
I worked closely with our Business Development Managers (BDMs) to source enthusiastic DSPs who would like to share their experience of the program. It didn't take long to find Kemi, Uli, and many others, as they were so highly regarded in their field and Delivery Stations. They were the ideal candidates to share their story about the DSP program.
I started the work to brief them and source an agency that was able to film both in one day. Negotiating with the agency allowed for both to be filmed back to back, while having a photoshoot happening at the same time with models in the same location, which brought the cost down considerably and saved us about £20k in budget. As this was during the pandemic (after masks were no longer compulsory in the UK), we had a lot of limitations and rules when it came to being in the delivery station. After managing the crew, the agency, our PR and Legal team, as well as our site managers at the delivery station, we were ready to shoot. Our crew and all parties involved had to be 2 meters apart, which made it very difficult when directing and assisting our DSPs in front of the camera. I was able to find locations around the Delivery Station that allowed for us to follow these rules without posing any health risk to anyone or the operations, and simultaneously without risking the integrity of the content.
In addition to video, and in the interest of localising the stories (beyond subtitles on the videos), other DSPs were interviewed for written case studies that showcased in the "Blog" section that I launched across all our websites in the EU.
