There’s always an insight that lights the fuse. The one for this specific firework show was this:

CONSUMER INSIGHT: Gen Z is worn out from constantly living in fragments, piecing together different versions of themselves to “match the vibe” of every social setting they come across.

BRAND INSIGHT: Prime provides the ultimate customizable space that feels like you.

A campaign wouldn’t become a campaign without the strategy. Without the strategy, it’s just a cool idea that falls flat when questioned.

For this campaign we decided to take this approach:

STRATEGY: For the Filter Fatigued who are drained from constantly filtering their authentic self, Amazon Prime provides a curatable space that allows them to re-engage with their true identity. 

This is where things get REAL.

This campaign centered on “Made for Every You”, highlighting the unfiltered, multi-faceted, ever-evolving versions of Gen Z. Whether you're in your emo era, gym rat arc, or shopping spiral, Prime fits.

We leaned into humor, color, and chaos to match the energy of our audience.

Through this entire process, I discovered the immense impact qualitative data can have on shaping quantitative results. Initially, I didn’t fully grasp how insights from in-depth interviews, focus groups, and open-ended survey responses could drive and refine the questions we asked later on in our surveys. The focus groups, in particular, revealed nuanced perspectives and sentiments that we would have completely missed had we not conducted them first. If we had tried to run both simultaneously, I’m confident we would have missed some of the richness that guided our survey approach. This was an eye-opening moment for me in understanding how qualitative data doesn’t just complement quantitative data, it shapes it.

Another significant takeaway is the importance of having research-backed insights to support every claim you make. In advertising, the strongest ideas are the ones that can be substantiated with clear, actionable data. Without solid research, even the most creative ideas can fall flat when questioned or challenged. This experience taught me the critical importance of validating every piece of strategy, creative, or media plan with the data and insights that directly inform it. When it comes to convincing stakeholders or launching campaigns, data is your best ally to ensure that your ideas don’t just sound good—they stand up under scrutiny.

This experience has strengthened my belief in the value of thorough, strategic research to back up any idea, strategy, or creative plan. It's an essential tool for success in advertising and media.