HD For All Marketing Campaign
A global GTM, in one week? No sweat.
When Amazon Music’s leadership decided to make HD audio available to all Unlimited subscribers, I quickly drafted messaging for the announcement for all channels – revving (over and over) as strategic details fell into place.
The multi-phase rollout required a thoughtful strategy for folding the HD tier into Amazon Music Unlimited, explanatory copy that would work for 23 countries, and making noise around spatial audio.
Visual designer: Ellie Toomb // Head of brand: Teran Evans // Marketing: Shelby Case, Kate Hanscom
Introduction to HD Playlist (feat. Mark Ronson)
To educate non-audiophiles on why streaming in high-def matters, we asked DJ/music producer Mark Ronson to create a playlist of songs highlighting the nuanced differences. I had a blast weaving his voice into the script, which was later repackaged for a series of bite-size social posts.
Motion design: Eva Kao // Social: Jennifer Levine