The Challenge

Amazon is actively working to embed sustainability across its business, but faces the challenge of authentically communicating these initiatives to its customers. Amazon approached Yulu to develop a unified creative campaign for its social platforms to showcase compelling content focused on the topic of sustainability, ensuring a genuine and impactful connection with its audience.

The Strategy

Yulu conducted thorough research, benchmarking retailers with strong positive perceptions (like Patagonia), organizations that transformed public perception, sustainable leaders (such as Lush), and key competitors with the aim of understanding how organizations establish credible reputations in sustainability and identify pathways that Amazon can leverage to communicate existing and future sustainable initiatives to inform our creative concept direction. To delve even deeper, Yulu conducted customer research with over 2000 individuals to understand current perceptions of Amazon’s sustainability initiatives and gather insights on what customers would like to see from Amazon in the realm of sustainability.

The Results & Impact

Utilizing insight from benchmarking and customer research, Yulu collaborated with a creative partner to develop a series of social posts to authentically share Amazon’s sustainability initiatives, taking a humble approach and acknowledging the organization’s ongoing journey. The posts highlighted five different aspects of their sustainability commitments, showcasing their progress from where they were, to where they are now, and where they aspire to go.