Challenge
Effectively announcing and demonstrating the new Alexa integration in the Audible app to ensure users understand its benefits and functionalities, and to encourage widespread adoption.
Developing clear and engaging launch materials that effectively communicate the value and ease of use of Alexa's voice commands within the Audible app.
Creating a comprehensive campaign strategy that includes a launch script, promotional video, press demonstrations, and educational in-app materials.
Addressing potential user concerns about the new feature's learning curve and ensuring compatibility across different regions and devices.
Solution
Campaign Strategy
Formulated a detailed campaign strategy focusing on the key benefits of Alexa integration, such as hands-free control for multitasking listeners.
Crafted a compelling launch script that articulated the convenience and enhanced user experience offered by the integration, tailored for diverse audience segments including runners, cooks, and commuters.
Promotional Video and Press Demonstration
Produced an engaging promotional video showcasing real-life scenarios where the Alexa integration significantly improves the listening experience, such as repeating sections or searching for information without interrupting the audio playback.
Organized live demonstrations for the press to highlight the seamless interaction with Alexa within the Audible app, emphasizing the feature's ease of use and accessibility.
Feature Page and Educational Materials
Developed a dedicated feature page on the Audible website with comprehensive information about the Alexa integration, including setup instructions and possible voice commands.
Created in-app educational pages and materials to guide users through the new feature, ensuring a smooth adaptation process and enhancing overall user satisfaction.
Announcement
