“Working with TikTok is like having 10 different production companies draw up treatments for your commercial, except you get to produce all of them.”

– Jo Shoesmith, Global Creative Lead, Amazon

Amazon doesn’t do things in half-measures and that includes their creator partnerships. Rather than choosing a few TikTok creators who had a vibe compatible with a pre-existing strategy, the #AlexaTransforms campaign enlisted creators with entirely different aesthetics and points of view to demonstrate how Alexa transformations and enriches your life. The results included videos with edit-driven illusions and impressive transitions, but also low-key fare that relied on writing and wit rather than visual effects, like Pete Martin’s four-way conversation with Alexa and three versions of himself. That kind of work builds better sentiment for the companies that work with him, Martin says. “I’ve had hundreds of DMs and comments from people saying, ’It’s really cool that Brand X did this' or 'I didn’t even realize this was an ad, but I am all in on Brand Z,'" he adds. “It’s not only exposure for the brand but also this added element of it looking really agile and cool for them, which is a win-win.”

"TikTok is like one big inside joke that lets everyone in."

Jo Shoesmith, Global Creative Lead, Amazon.

Q&A with Jo Shoesmith,

Global Creative Lead, Amazon. What drew you to the platform?

A few years back, my family had an impromptu Musical.ly session when my daughter was first messing around with it. No going back after that. I was hooked immediately.

How have your preconceived notions about TikTok changed?

I honestly thought it was just a simple dance and karaoke app, but then when I really started to play with it, I saw that it was much more of a gateway to creative souls who have crafted interesting worlds of their own.

How does your experience as a brand on TikTok differ from other channels?

It’s not overly precious. TikTok is a little corner of the internet where people truly appreciate seeing the human creators behind posts and celebrating all of their weirdness.

What was the most surprising aspect of the campaign?

How universally loved the ideas and platform were by the team. We had such a simple visual construct, rooted in strategy, that the range in executions was just icing on the cake.

What lessons did you learn from the campaign?

In addition to just learning how to partner with creators here, we learned that when you celebrate your quirkiness in a truly unabashed way, wonderful things can happen.

"There is so much authenticity on TikTok that other platforms lack. As a whole, people are a lot smarter and expect a lot more on TikTok. So to have the creative freedom to promote a product or service in my own authentic way means a lot."

– Pete Martin