Amazon Luxury Stores is an innovative shopping experience offering Prime Members the opportunity to shop established and emerging luxury fashion and beauty brands via the Amazon app.
To introduce the tech giant’s biggest innovation of 2020, we partnered with Oscar de la Renta to announce the Luxury Stores as “The Next Destination for Luxury.” The campaign kicked off with a launch film starring Cara Delevingne, which brought to life the magical beauty of the garments and transported the viewers into the flawless Luxury Stores experience.
Launch Film
The launch film utilizes a seamless camera technique inspired by TikTok: hidden transitions that transport the viewer from world to world, effortlessly moving between surreal and colorful experiences.
We partnered with Vogue to break the news about the Luxury Stores launch through exclusive PR coverage and amplified the story beyond editorial with a digital media buy on vogue.com, and additional premium lifestyle and fashion media outlets.
To further highlight Amazon’s ability to bring together modern luxury and technology, we also partnered with Car Shoe, Roland Mouret, Altuzarra and Clé de Peau Beauté for a multi-brand launch campaign starring 20 macro-influencers.
The campaign consisted of six 30s hero films, more than 20 unique videos for social, hero campaign images and additional assets for an Amazon homepage takeover and the Luxury Stores app, CRM communications targeted to 42M eligible Prime members, and paid placements for various O&O channels.
The “No” Show
In addition to the campaign elements above, we had to find an innovative way to break through the noise of New York Fashion Week—especially during the pandemic.
To accomplish this, we introduced Roland Mouret to Amazon Luxury Stores with an unconventional fashion show aka the “No” Show: No influencers, No physical location, No models and No waste.
Through a modern and innovative CGI style mostly unexplored by high fashion, our digital fashion show showcased the Roland Mouret collection moving through never-before-seen worlds and landscapes.
Campaign Components
Content and go-to-market strategy, creative direction and execution
TV commercial (30s)
6 individual social and digital campaigns, comprising of 15s and 6s video executions
Hero campaign photography, and unique e-com assets for Amazon’s website and the Luxury Store app
CRM communications
Paid strategy and execution (search, display and social)
Influencer strategy and management
Social and digital toolkits
Vogue partnership and PR approach