Amazon Music activated a cross-channel holiday campaign featuring site wide offers, upgrade promotions, and an awareness campaign centered on a new Amazon original song by Katy Perry, “Cozy Little Christmas.” In Q4, the design team delivered 7,000 creative assets for over 9 international markets.
Innovation: The design team created a Photoshop Masterfile that ran an automated script to quickly generate hundreds of assets and support multiple backgrounds, headlines, and colors. The Masterfile allowed the same creative team from the year before to increase pace and scale to deliver a 4,600% YoY increase from the previous year.
1,920 onsite units & 5,250 offsite units
1 Masterfile to generate all of the ads
Amazon homepage takeover design variations
Amazon Music homepage countdown promotional messaging
Amazon Music in-app promotion screen
Out-of-home billboards in NYC
Custom Amazon Music playlist tile designs
Custom built Photoshop automation script
2017
Design team delivered roughly 150 creative assets in Q4 2017
2018
The same design team delivered over 7,000 creative assets in Q4 2018
4,600%
Year-over-year increase utilizing the self-created Masterfile script