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DELIVERING JOY
In Fall 2023, Amazon.com.be celebrated its first anniversary in Belgium but faced a challenge: being perceived as a truly local brand. To address this, Amazon launched its first consumer focused brand campaign in collaboration with us, aiming to build brand warmth and emphasise local relevance during the critical Christmas season. The campaign targeted a broad audience in Flanders, aiming to generate true market leader coverage, focusing on Amazon’s key message of “delivering joy“.
Our earned first approach? Belgium lacked its own iconic Christmas song. Our research even showed that 58% of Belgians desired a local alternative to global Christmas hits like Mariah Carey or Wham. Together with Amazon, we developed Belgium’s happiest Christmas song, scientifically designed by to spread true holiday cheer and reinforce Amazon’s “delivering joy” mission.
Blending local culture with global appeal
The campaign successfully blended local culture with global appeal, generating impactful engagement and brand recognition in a key market. In collaboration with Sonhouse, we created Pakjes vol liefde/Cadeaux pleins d’amour, a scientifically crafted Christmas song designed to spread joy, featuring Scala singer Elise Tack, influencer Jonathan Krego, and a children’s choir.
Launched at the start of the festive season on all streaming platforms, the song debuted with a X-mas karaoke pop-up bus at the Brussels’ Christmas market, where visitors enjoyed sing-alongs, learned about Amazon’s local offerings, and received Belgian Christmas treats.
The campaign immediately gained strong media traction with over 50+ placements, 30 directly linking Amazon to Christmas and “Delivering Joy.” Additional collaborations with 5 influencers on Instagram and TikTok where set up by BeInfluence, successfully reinforcing Amazon’s local relevance and brand love during the festive season.