SITUATION
Fire TV needed to differentiate itself from its competitors.
TASK
I led creative strategy as the Global Content Director, writing every piece of content. I partnered closely with the Head of Brand Marketing and Director of Global Brand to build a unified voice and clear brand guidelines.
Fire TV needed to differentiate itself from its competitors.
TASK
I led creative strategy as the Global Content Director, writing every piece of content. I partnered closely with the Head of Brand Marketing and Director of Global Brand to build a unified voice and clear brand guidelines.
So why should a customer choose Fire TV?
To answer that, I led 4 workshops with 10 cross-functional partners—from brand, marketing, design, product, and UX. Through these sessions I developed 1 brand promise, 5 brand filters, and comprehensive brand book.
First, I created these filters.
FIRE TV IS ALWAYS
• Delightful
Considerate, thoughtful, effortless, enjoyable
• Passionate
Engaging, relevant, insightful, personal
• Approachable
Welcoming, conversational, authentic, helpful
• Intuitive
Perceptive, innovative, inspiring, smart
• Humble
Grounded, authentic, trustworthy, reliable
FIRE TV IS NEVER
Robotic
Arrogant
Snarky
One-size-fits-all
Arrogant
Snarky
One-size-fits-all
To make the filters more tangible, I introduced personas instead of lengthy Do’s and Don’ts.
Everyone knows who Jimmy Fallon is. It just clicks
Everyone knows who Jimmy Fallon is. It just clicks
CELEBRITY PERSONAS
AMY POEHLER
Savvy, socially engaged, smart
KRISTEN BELL
Fun, inspiring, connector, relatable
JIMMY FALLON
Charming, currator, passionate, smart
AMY POEHLER
Savvy, socially engaged, smart
KRISTEN BELL
Fun, inspiring, connector, relatable
JIMMY FALLON
Charming, currator, passionate, smart
CAR PERSONAS
MINI COOPER
Delightful, charming, customizable
RIVIAN
Intuitive, smart, innovative
MINI COOPER
Delightful, charming, customizable
RIVIAN
Intuitive, smart, innovative
Bringing it to life.
Delightful means celebrating the living room. It's not transactional or hard-sell. Instead, focus on the real, everyday moments. Say things like: "Hands-free TV means you can make cocktails while you find the perfect movie."
And avoid things like, " You have to buy the newest X,Y, Z...or you're doing it wrong."
Passionate means talking about content like someone who lives and breathes shows, movies, and music. Without sounding like a blogger or critic. Don't look down on anyone. Avoid snarky language like, "I can't believe you haven't watched Squid Game yet..."
Instead, say "We're here to help you watch Star Wars. May the Fourth be with you..."
Approachable means speaking like a friend. Honest and authentic. So no word-salads or academic jargon. Don't say, "Please optimize your service provider."
Instead, say "With Fire TV you can put down the remote. And pick up the popcorn. Just ask."
Intuitive means walking in someone else's shoes. Anticipating what they might need or want. Empathy 101. But be careful of tone. You do not know better than them. So watch saying "Do this or you'll regret..."
Instead, be helpful. "There are only 10 days left until the Emmys. Here are 5 tips to host your own watch party..."
Humble means Fire TV wouldn't be here without you. Remember, creative is not just about the product. It's about our customers. For our customers. So say thank you. Lean into language like, "To celebrate all of you..."
Instead of "We've reached 100,000 reviews. Yay us."
RESULTS
The work delivered 1 brand promise, 5 brand filters, and one brand book, achieving a 95% adoption rate and driving an 11% increase in page traffic.
The work delivered 1 brand promise, 5 brand filters, and one brand book, achieving a 95% adoption rate and driving an 11% increase in page traffic.
