Amazon: Reputational Mangement*

Social + OLV

2023 - 2025

Role ︎ Art Director
Agency ︎ ATTN:

The Problem

Amazon has faced challenges with its public reputation, particularly concerning its role as a good employer (GE) and its relationship with small to medium businesses (SMBs). Despite offering growth opportunities and life-changing programs for its employees, and providing a thriving marketplace for independent sellers—who account for 60% of the products sold on the site—Amazon's positive contributions in these areas are often overshadowed by negative perceptions. These include criticisms about workplace conditions and concerns regarding the impact of large corporations on small businesses. To address these challenges, Amazon partnered with ATTN: agency to develop a strategic campaign aimed at enhancing its reputation both as a good employer and as a supporter of small businesses.

Project Overview

ATTN: agency and Amazon collaborated on a comprehensive reputational management campaign with dual objectives: to highlight Amazon's role as a supportive and growth-oriented employer, and to showcase its efforts in fostering a thriving marketplace for SMBs. The campaign sought to amplify the voices of Amazon employees who have benefitted from the company's programs, illustrating the growth opportunities and transformative impacts on their lives and families. Simultaneously, the initiative aimed to alter public perceptions by highlighting the platform's support for independent sellers, who contribute significantly to the product diversity on Amazon.

GE OLV*

2025

GE 2025 OLV :30 *

GE + SMB Social*

2025

GE Health Care 2025 H1*

GE Skills 2025 H1*

GE Wage 2025 H1*

SMB Shipping & Logistics 2025 H1*

SMB 60% 2025 H1*

Photography

2025

I worked closely with the photographer to execute the full photography shot list, ensuring every setup aligned with the creative vision and brand guidelines. My focus was on capturing high-quality imagery optimized for static social posts, overseeing composition, styling, and lighting to deliver content that was both visually compelling and platform-ready.

GE + SMB OLV*

2024

ATTN: agency's successful reputational campaign for Amazon highlighted the company's positive impact as a good employer and supporter of small businesses. By showcasing transformative stories from employees and independent sellers, the campaign effectively reshaped public perceptions. This success in enhancing Amazon's image secured ATTN: the opportunity to work on their Online Video (OLV) content, demonstrating the agency's capability in driving positive reputational change.

Key Results

The ATTN: social media presence experienced a remarkable growth, expanding fourfold during the campaign. The initiative successfully leveraged an array of prominent OLV channels, including USA Today, The New York Times, CBS, NPR, Vox, YouTube, FreeVee, and Wunderkind, to amplify its reach and impact.