Challenge Position Alexa Echo Dot Kid devices as must-have technology for parents with children ages 6-8, helping foster independence by providing content and experiences that are enriching, fun and safe. Drive brand lift and increase purchase consideration.

Strategy Show that an Alexa Echo Dot Kids is like “training wheels for technology.” The right amount of safety and security without taking away the magical discovery of childhood.
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Solution “Stay Kid,” a campaign focused on showing parents how Alexa Echo Dot Kids lets kids stay young, curious and imaginative—safe from the blind corners of the open internet. The global campaign included three unique OLVs  (US, UK, DE), still images, and 21 social videos, all shot in three days.

Results Results are still coming in, but early indicators from the Brand Tracking Study show a statistically significant brand lift for this campaign.