Project Background
Amazon Workforce Staffing (WFS) is a division of Worldwide Operations, that helps bring together the workforce powering Amazon’s ability to delight customers: the Amazon Associate. As Amazon aims to be ‘Earth’s Best Employer,’ WFS’ organic social media channels will reinforce this claim throughout their content. As their social channels have been inactive since 2019, the task was to assist Amazon with relaunching their channels, reconnecting with their current followers, and attracting a new audience.
As the Social Media and Content Strategist on this account, I was responsible for defining, executing, and tracking well-structured brand social content strategies and paid social amplifications for Amazon’s Facebook, Instagram, and TikTok accounts.
This project was canceled amidst the heightened strikes from the warehouse workers.
My experience with this client included:
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Supporting the team with the development of the Social Playbook and Content Strategy to define overall channel & launch strategy and plans and share best practices for each platform.
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I reviewed the Facebook and Instagram channels of direct competitors, indirect competitors, and select internal channels to identify best practices, understand how others are speaking to top talent, and determine which type of content is resonating with their audience.
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Worked with business partners and other key stakeholders to design and carry out brand social activity, ranging from editorial calendar development, to mining insights for input into social content briefs, and direct engagement with customers, fans, and followers in-channel.
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Due to the sensitivity of the project, avid social listening was necessary in order to understand the conversations surrounding the brand. As the lead Social Media Strategist on the account, I worked with the client to create Sprinklr dashboards for social listening and UGC collection.
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I lead the development of the TikTok strategy to help reach the younger Gen-Z demographic of the potential workforce. A separate tone and voice and content strategy were developed. Additionally, I outlined the process of content creation to help Amazon quickly jump on to TikTok trends.
