Fire TV Accessibility: Built for How You Watch
THE PROJECT
A documentary-style campaign, “Built for how you watch”, featuring real friends and couples using Fire TV accessibility features to enjoy their favorite shows.
Successfully established Fire TV as a premier accessible streaming solution. Multi-channel approach included paid social, streaming TV ads, and influencer partnerships.
Key Results:
98.3M impressions. Generated 719K devices sales, $17.9M in sales.
103M impressions on paid social (78% above target), 0.78% Video Completion Rate on Meta (best across all quarters), 493K clickes at $0.66 Cost Per Click.
Brand Lift: +11.9% brand attributes, +9.2% ad recall (Meta), +3.2% accessibility awareness (TikTok). Strongest gains: “Fire TV cares about its impact” (+16.5%0, “promotes accessibility” (+15.9%)
Feature Adoption: Dialogue Boos Montly-Active-Devices increased by 83.9%
MY ROLE
I partnered with Fire TV’s creative director and our accessibility team to lead story and campaign development rooted in the human truth: we all have our favorite TV shows and we all have unique ways of watching TV. Accessibility is just another extension of that truth.