Amazon Prime is one of the most important parts of Amazon's e-commerce ecosystem and while it is undoubtedly a household name, promoting Prime and its many benefits is still at the forefront of Amazon's marketing strategy.

As a senior designer on the Amazon EU cross-channel marketing team, I helped design, develop and deploy multiple highly successful Prime campaigns.

Prime Student

Prime Student is a special discount Prime subscription for those enrolled in higher education.

For the EU launch campaign, I designed assets for all major social platforms and Spotify.

Launching in the UK, Spain, France, Italy, and Germany, the assets were localised with models wearing each country's respective traditional graduation dress.

Prime Day

Prime Day is the most important event in Amazon's calendar, with multiple days of special deals for Prime members.

Given the magnitude of it, a lot of work goes into promoting it both in the lead-up and throughout the live event, with a different theme each year to tie everything together.

For 2019, the theme was "celebration", a ticker tape parade of cardboard characters and floats to celebrate all the fantastic deals on offer.

The initial task was bringing the parade to life for the lead-up banner campaign, animating the hero characters with a carboard stop motion feel.

The second stage, the big roll-out, meant creating and adapting campaign assets across on-site, social and page skins for each local market with multiple variations for each day of the event.

With five local markets and hundreds of assets to create, the key to a successful roll-out was designing master assets that could accommodate a wide variety of messaging.

Overseeing a small team of digital designers, the roll-out was a huge success, no small feat given that Prime Day 2019 was the largest Prime Day to date at that point.