Role
Creative Design & Asset Manager
Project Overview / Objective
To improve candidate quality and leverage internal networks, I collaborated on a pilot referral campaign delivered through the AtoZ app - a key internal platform used by Amazon associates. The campaign aimed to modernize our referral creative, improve completion rates, and increase referral-driven hires through thoughtful UX, messaging, and design.
Challenges
- Existing referral assets were generic, outdated, and underperforming.
- Messaging needed to feel relevant and timely, especially within the AtoZ ecosystem where associates are often short on view time.
- Creative had to strike a balance between simplicity, motivation, and action-driven copy, while staying within internal system constraints.
Strategic Approach
1. Creative Refresh & Message Testing: Redesigned referral campaign creative using refreshed brand elements and a more human, conversational tone. Partnered with copywriter and channel leads to test CTA-focused language and contextual headlines tied to store culture and urgency.
2. Cross-Channel Alignment: Piloted the campaign through the AtoZ Mercury notification system, targeting associates with in-app messaging that linked directly to the referral portal. Ensured visuals and copy aligned across app banners, social toolkits, and printed collateral for in-store visibility.
3. Performance Tracking & Optimization: Collaborated with channel managers to monitor campaign performance across stages: click-through rate, app completion rate, and referrals submitted. Gathered feedback to inform potential creative tweaks and future localization by market.
Results & Impact
- 17.8% click-through rate on the Mercury AtoZ notification (benchmarked as strong engagement).
- 82.8% app completion rate after clicking through to the referral submission portal.
- 9.2% referral submission rate, marking a notable increase from the prior average 7%.
- Demonstrated that refreshed creative and intentional UX could measurably improve internal campaign performance.
- Sparked plans to localize and expand referral creative based on early pilot success.
Examples
