The brief
Alexa’s TikTok launched in summer 2021. The team wanted younger audiences to get to know Alexa’s personality and find reasons to engage with the account.
The idea
Let Alexa tell the joke.
Write from the AI’s point of view. A quirky, helpful voice gave Alexa a way into trends, everyday frustrations, and the kind of jokes people share on TikTok.
The work
Channel strategy
Set the channel’s goals and tested topics, tone, and formats against reach, engagement, and views.
Creator production
Cast TikTok creators and worked with influencers and agencies to make content for the account.
Paid social & learning
Planned boosts, ran brand lift studies, and used monthly reporting to decide what to try next.
The delivery
An AI character with a voice of its own.
The strategy produced a slate of posts built around Alexa’s voice, from seasonal jokes to work-from-home sketches. The original videos show the range of formats the team tested.
In the wild
Project credits
- Client
- Amazon Alexa
- Project work
- Jasmine Yook