case study
Showcasing Alexa's Personality, One Gen Z Answer at a Time
TheOpportunity
People love to discover that Amazon Alexa knows about their favorite game, anime or TV show. To make this kind of experience possible, Alexa must be able to answer questions about the most popular aspects of today’s culture. It should be carefully crafted to withstand the culture’s complex, ever-changing nature.
In light of this challenge, the Amazon Alexa Personality Team had an important task for us: surprise and delight Alexa users from around the globe while staying true to Alexa’s personality. We were ready to research and write.
TheSolution
After rounds of social listening and market research, members of our team would present concise research packages to the Amazon Alexa Personality Team on a wide range of culturally relevant, Gen Z-related topics. In simple terms, we told them what is hot and what is not, according to our research.
Using these insights, our copywriters collaborated with the personality team in a writers’ room setting. Together, we finalized over 250 engaging and research-based responses for some of the most frequently asked questions among young audiences.
TheImpact
Generated insights on topics such as video games, music, anime and TV shows to be used by the Amazon Alexa Personality Team for years to come.
Wrote over 250 approved responses, which can be heard by millions around the world in 8 languages and 42 countries.
