The ‘Alexa loses her voice’ campaign was a two-week customer experience meant to demonstrate how Alexa is irreplaceable. It was a massive team effort, but my small team was tasked with building out the social and on-device experience. Giving a nod to the TV spots, we re-programed Alexa to actually lose her voice in the real world. She still functioned but just a little differently.

Over a million customers discovered Alexa was losing her voice on their own Echo devices at home. When customers asked, “what’s wrong Alexa?” it unlocked 60 new on-device interactions, including replacing Alexa’s voice with celebrity voices. We also created over 200 pieces of social content, all demonstrating what life would be like without the world’s favorite voice assistant. With millions of interactions with on-device Easter eggs, and over 1.5 billion media impressions, we proved that there’s only one Alexa.

This campaign was #1 in USA Today’s Ad Meter, YouTube Adblitz Winner, and won multiple awards including Amazon first ever Cannes Lions, Clio’s, and One Show’s.