Opportunity
Amazon’s China (CN) office was looking to expand the program to brands who were interested in advertising with Amazon because they only had non-paid Kindle ads for publishing for a very long time. The program expansion provided the opportunity to support the newly established team, provide training, and set up the creative ad team in CN, and train them.
Solution
As a creative leader on the ADX team, I created training for the pilot program for the CN team, covering “UX 101” along with ad specs and policy considerations. I also dove deep into Chinese typography, from Chinese character kerning and leading to Chinese design styles. In order to ensure the CN art directors and designers fully understood the concept and design standard to meet Amazon advertising's high quality bar, I assessed their work by making sure it reached an approval rate of at least 90% within two rounds of review during the one-month pilot program.
Result
After a month of reviewing and reverse-shadowing, the CN creative team had an ad design approval rate or 95% within two rounds of review and were able to perform autonomously without my support. The rate of Kindle owners engaging with the ad on the screen went up 25% within three months after the pilot. Ad designs were well-received by advertisers, such as LEGO, Vivo, Buick, etc..
"…Firstly, the design looks very good, our brand has a high bar for the creative, and the final design completely satisfied our requirement. During the campaign period, the visits to our brand store had a large growth, as well as the revenue. Hope we have the opportunity to continue our cooperation again in the future." –Echo Zhou, Marketing Manager from LEGO
I was able to hand off the reviewer role and responsibilities to their two senior art directors after the program ended and free myself to focus on creating training programs for global Amazon Advertising and working with other internal teams to build Amazon ad products like Fire TV.