Launching Amazon Go What, how and where should we communicate to resonate with our target audience and get the biggest spread, for the lowest cost, with the highest impact?

1. Media Plan
Viktor Torbjörnsen

2. Content
Background............................................................................................ 3
Objective................................................................................................ 5
Target audience.................................................................................6-12
Strategic direction........................................................................... 13-17
Campaign rollout.............................................................................18-22
Media Flow...................................................................................... 23-24
Cost summary................................................................................. 25-26
Sources................................................................................................ 28

3. What
Amazon are in 2017 launching a new branch
within their brand, in a new market.
Groceries
What makes Amazon different from the
established food chains is their completely
new approach to shopping experience and
checkout, through their innovating - walk out
technology
New
How
Scan your phone when you enter the store, take
the groceries you desire and simply walk out. The
Amazon Go app will automatically register the
items you pick up and charge you for the groceries
when you leave the store.
No lines, No checkout - Just walk out

4. NO LINES, NO CHECKOUT
(NO, SERIOUSLY)

5. Objective Challenge
?
Strategy Target Audience
Amazon is debuting
a new grocery store
concept in San
Francisco
The store is
completely automated,
using mobile payment
instead of human
cashiers
Entirely new retail
format
Amazon’s lack of
historical experience
with physical retail
stores
Competitive boutique
grocery market
What do we need to
communicate and
where, to reach our
target audience?
Parameters
Store opens June 1, 2017
Budget: $2,000,000
Geography: San Francisco
Timing: 3 months

6. Who are we talking to?

7. Early Adopters Strategic Target Consumption Pool
The Early Adopters
Influencer group that naturally is
intrigued/interested in our new
grocery store concept. Shares
passion points and values with
our strategic target
Strategic Target
Our core target audience
The Consumption Pool
Infiltrate the broad consumption
pool of current grocery shoppers
and potential Amazon Go
customers
Finding the focal point

8. Early Adopters Strategic Target Consumption Pool
Finding the focal point
”The New Urban Original”

9. THE NEW URBAN ORIGINAL
Fast adapters that take advantage of
what is in front of them and consciously,
subconsciously influences the masses
That lives in metropolitan
areas (San Francisco) and
are fully adjusted to the
urban lifestyle and way
of living
Genuine, hard working, authentic
people and original thinkers. That
are defining the framework for
what is normal in modern society
Behind the name
THERE IS A NEW GROUP IN TOWN

10. THE NEW URBAN ORIGINAL
Demographics
Age:
Gender:
Lives:
Position:
Income:
Education:
Civil status:
20 - 40
65% Male / 35% Female
San Francisco
Working professional
$55,000 - $95,000
Bachelor or higher
Single/Married
Psychographics
Career invested and works a lot, but good times are important
Friends and family first
Goes after exciting new experiences with the people that count
Variety of hobbies, but food is central (Foodie)
Tries to cook and eat healthy, but find it difficult to make the time
(27% more likely to agree that they cannot take good care of
themselves because of their busy lifestyle)
Balanced by and active lifestyle (Biking, Yoga, Swimming,
Running)
Not a party animal, prefers a nice dinner before a night out

11. THE NEW URBAN ORIGINAL
Demographics
Age:
Gender:
Lives:
Position:
Income:
Education:
Civil status:
20 - 40
65% Male / 35% Female
San Francisco
Working professional
$55,000 - $95,000
Bachelor or higher
Single/Married
Media Habits
Not a first adopter, but digital native
Always keeps the phone close by (44% more likely to use
smartphone to get the information they need)
Active on primary channels
(Facebook, Instagram, Twitter, Snapchat)
Willing to accept ads on the phone, as long as they receive
something of value in exchange (31% more likely)
News from Facebook
Keep in touch and info gathering

12. THE NEW URBAN ORIGINAL
Demographics
Age:
Gender:
Lives:
Position:
Income:
Education:
Civil status:
20 - 40
65% Male / 35% Female
San Francisco
Working professional
$55,000 - $95,000
Bachelor or higher
Single/Married
Purchase Habits
Buys groceries at Trader Joe’s/Whole foods, and eats out 2-3
minimum a week, because of lack of time/work.
The idea of using the phone as a payment method is not strange
or frightening (63% More likely)
Likes the online shopping experience, thanks to the low-price,
convenience and time saved (Amazon, eBay, Barns etc.)
Coupons helps the decision making (69% more likely to be
swayed by coupons to try new food products)
Organic/Natural foods are important to me (42% more likely to
look for organic/natural foods)
I like a good deal (31% more likely to be drawn to a store they
normally don’t shop at, because of a coupon)
Yes, I would be interested in receiving coupons on my phone
(34% more likely)

13. This is the Blueprint

14. THE NEW URBAN ORIGINAL
WHERE
WHEN
HOW
go

15. HIGH ENGAGEMENT
LOW ENGAGEMENT
LOWINTEREST
HIGHINTEREST
MOBILE
COMPUTER
TV
RADIO OOH
NEWSPAPER
BLOGS
TA
WHERE
We have the highest
possibility to reach and
engage the new urban
original on two media:
Mobile and Computer,
based on the persona
profile, quantitative/
qualitative research and
the media habit insights.
CHANNEL MATRIX
44%
More likely to use
smartphone to get the
information they need
31% More likely to accept
ads on the phone

16. WHEN
7AM
9AM
10AM
12PM4PM
6PM
10PM
12AM
HOME
COMMUTE
WORK
LUNCH
WORK
COMMUTE
SOCIAL
SLEEP
MOBILE COMPUTER
OOH
Primary channels:
Secondary channel:
MEDIA MAP

17. The How
Objectives of Media Campaign:
RAISE AWARENESS, EDUCATE AND BUILD SOCIAL ENGAGEMENT
go
Current Amazon users
Media:
Build excitement/buzz
about the store launch
Goal:
Educating, onboard current
Amazon customers, trigger
early adopters, gain visibility
and engage social & owned
media channels
By:
Amazon virgins
Media:
Build excitement/buzz
about the store launch
Goal:
Educating, reach and expose
Amazon virgins, onboard
new users, gain visibility and
engage social & owned media
channels
By:

18. The Rollout

19. There is a new player in town
Media:
Channels:
Cost: Clicks:
$269 700:- 115 489
Time:
March 8, 2017 - June 15, 2017
Purpose:
Raise awareness, educate and build social engagement
Description:
The first stage in our Amazon Go media campaign is to roll out
digital ads across our target audience primary channels.
By using both paid and owned media channels to, educate, create
buzz and engage action on social media about the upcoming store
launch. Leading to an even broader reach through earned media.
1

20. There is a new player in town 1
Owned
Paid
Channels
UNITS CPC COST CLICKS
Sponsored stories $2,00 $100 000 50 000
Promoted Tweet
Interest Targeting
$4,50 $69 700 15 489
Sponsored stories $2,00 $100 000 50 000
Total: $269 700 115 489
$0,00
Earned
Generate maximum reach and number
of impressions among current Amazon
users.
Reach / Impressions
+
Media

21. Hello there old friend
Media:
Channels:
Cost: Clicks:
$250 000:- 111 111
Time:
April 1, 2017 - June 15, 2017
Purpose:
Raise awareness, educate and build social engagement
Description:
In this stage, it’s all about reaching out to the ”Brand ambassadors”
People that are active Amazon users and already have a positive
relation towards the brand.
By offering In-store credit to anyone that downloads the Amazon Go
App, we will educate, spread awareness and generate buzz on social.
And furthermore, gain reach through word of mouth.
2

22. Hello there old friend
Owned
Paid
Channels
UNITS CPC COST CLICKS
Sponsored stories $2,00 $100 000 50 000
Promoted Tweet
Interest Targeting
$4,50 $50 000 11 111
Sponsored stories $2,00 $100 000 50 000
Total: $250 000 111 111
$0,00
Earned
Generate maximum reach and number
of impressions among current Amazon
users.
Reach / Impressions
+
Media
2

23. No lines, No checkout - No, seriously
Media: Medium:
Bus Shelter Poster
Billboard (14’ x 48’)
Cost: Impressions:
$980 300:- 85 000 000
Time:
March 8, 2017 - June 15, 2017
Purpose:
Raise awareness, educate and build social engagement
Description:
This part of the campaign is dedicated to find new Amazon followers
and convert the skeptics.
Showcase the new store concept, the benefits, how it works and how
it is relevant to you. By educating and secretly onboard them, we will
give them emotional value in return.
(More time, less planning, fast, etc.)
3

24. PaidChannel
UNITS REACH / DAY TIME IMPRESSIONS
Bus Shelter
Poster (x5)
250 000 100/Days $113 500
Billboard
14’ x 48’(x4)
600 000 $866 800
Total: $980 300 85 000 000
Media
No lines, No checkout - No, seriously 3
COST
25 000 000
100/Days 60 000 000
850 000 100/Days
Drives
traffic
Owned / Earned / Paid
There is a new player in town 1
Hello there old friend 2

25. All you need is - A smartphone
Media:
Channels:
Cost: Clicks: Impressions:
$500 000 113 333 45 000 000
Time:
April 17, 2017 - June 15, 2017
Purpose:
Raise awareness, educate and build social engagement
Description:
Inspire and show how - No lines, No checkout, only is a small part
of the Amazon Go concept. How your phone not only helps you pay
for your groceries but also can help you with inspiration, give you
discounts and simplify your whole shopping routine
4

26. PaidChannel
UNITS REACH / DAY TIME IMPRESSIONS
Bus Shelter
Poster (x15)
750 000 60/Days $240 000
Total: $240 000 45 000 000
All you need is - A smartphone COST
45 000 000
750 000 60/Days
Media
UNITS CPC COST CLICKS
Sponsored stories $2,00 $100 000 50 000
Promoted Tweet
Interest Targeting
$4,50 $60 000 13 333
Sponsored stories $2,00 $100 000 50 000
Total: $260 000 113 333
4
Drives
traffic
Owned / Earned / Paid
There is a new player in town 1
Hello there old friend 2
TOTAL
IMPRESSIONSCOST CLICKS
$500 000 113 333 45 000 000

27. Media Flow

28. Budget/Impressions
March April May June
Launch
Early adopters Strategic Target Consumption Pool
1
2
3
4
There is a new player in town
Hello there old friend
No lines, No checkout - No, seriously
All you need is - A smartphone
1
2
3
4

29. Cost Summary

30. CLICKS
Sponsored stories
Promoted Tweet
Interest Targeting
Sponsored stories
Bus Shelter
Poster (x5)
100/Days $113 500
Billboard
14’ x 48’(x4)
600 000 $866 800
25 000 000
100/Days 60 000 000
$2,00
$4,50
$2,00
Bus Shelter
Poster (x15)
750 000 60/Days 45 000 000
N/A
N/A
N/A
250 000
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
150 000
39 933
150 000
N/A
N/A
N/A
$240 000
$300 000
$179 700
$300 000
130 000 000
OOH
Mobile/Computer
339 933 $2 000 000:-
UNITS REACH / DAY TIME IMPRESSIONS
TOTAL:
MEDIA COSTCPC
1 600 000 (100/Days) N/A

31. Thank You

32. Sources:
https://www.bitbond.com/resources/amazon-go/
http://www.marketing91.com/swot-analysis-of-
amazon/
https://www.facebook.com/ads/audience-
insights/people?act=53155883&age=18-
35&behavior_categories=6002764392172-
6003808923172&city=2421836
https://www.facebook.com/ads/audience-insights/
people?act=53155883&age=20-40&behavior_
categories=6002764392172-6003808923172-
6010085119732&city=2421836
https://today.yougov.com/profileslite#/Amazon_App/
demographics
https://today.yougov.com/profileslite#/Amazon_com/
demographics
https://today.yougov.com/profileslite#/Trader_Joes/
lifestyle
http://www.prnewswire.com/news-releases/more-
than-half-of-global-consumers-are-willing-to-buy-
groceries-online-300074168.html
https://0-www.warc.com.library.academyart.edu/
SubscriberContent/Article/Understanding_millennial_
shopping_habits_Insights_from_CocaCola/100585
https://drive.google.com/file/
d/0B3JFq8Pe331gc0FYVVQ1VGR3U3M/
view?usp=sharing