Print Campaign Creative: Oprah’s Favorite Things
As a senior copywriter for Amazon’s internal creative agency, D1, I had the opportunity to work with their mass advertising team on the 2017 Oprah’s Favorite Things holiday shopping campaign. I concepted, pitched, and wrote the story for a five-page spread that appeared in the December 2017 issue of O Magazine.
The Challenge
Customer feedback from past Oprah’s Favorite Things campaigns for Amazon.com told us that the Oprah fan values her “focus on authenticity and individuality over perfection.” These women (like most of us) feel a lot of pressure to get everything done in time for every holiday event. This campaign needed to:
Drive awareness among O Magazine and Oprah.com readers of the ability to explore and order items on Oprah’s Favorite Things holiday list at Amazon.com.
Tell a broader story of the many ways (beyond OFT) in which Amazon can bring additional ease to the holidays, and in doing so enable holiday triumphs.
A preliminary exploration of the “Gift With Confidence” concept. Illustration: Marla Sweeney, Amazon D1 Art Director
The STrategy
Take the guesswork out of gifting—with a curated list of must-haves from Oprah’s Favorite Things at Amazon.com, you can gift with confidence. This campaign celebrated the bright gift ideas of our heroic holiday shopper who knows she can rely on OFT and Amazon to find gifts to delight her friends.
The Solution
Gift With Confidence. Four women receive spot-on presents from a confident gift-giving friend who knows just what they like, and that she can find it all at Amazon.com/oprah. We meet each woman in the first four pages, then reveal our hero—getting a surprise from her friends—on page five.
The Results
This Oprah’s Favorite Things Holiday 2017 campaign was all about sharing what’s real—and helping O Magazine readers triumph over holiday stress. Our concept, “Gift With Confidence,” captured Oprah’s spirit of celebrating the perfectly imperfect while showing readers that Amazon and the Oprah’s Favorite Things List are easy solutions to their holiday challenges.
Roles:
Senior Copywriter
Campaign concept and copy
Story merchandising