ROLE
UX / Design / Production / Build
CLIENT
SheaMoisture, LIFEWTR; created at Amazon
OVERVIEW
In February 2021, Amazon sought to celebrate Black History Month by amplifying Black voices and spotlighting Black women entrepreneurs and artists. This was Amazon’s first-ever cultural heritage campaign, created in partnership between Custom Advertising and the Cross-Channel Marketing team. The challenge was to design a cohesive, multi-channel experience that honored authentic storytelling while also driving measurable brand engagement and sales.
PROCESS
I was responsible for designing the sponsorship landing pages for SheaMoisture and LIFEWTR, ensuring the work adhered to brand guidelines established by the Cross-Channel Marketing team. This required close collaboration across teams to align on creative direction, while maintaining a strong editorial storytelling approach to share the experiences and contributions of Black Americans.
- The SheaMoisture landing page featured entrepreneur Cara Sabin, spotlighting her leadership and impact as a Black woman in business.
- The LIFEWTR landing page highlighted emerging Black artists who designed limited-edition bottle labels as part of an artist series.
To create a connected campaign journey, I designed the pages to link to one another and redirect back to Amazon’s main Black History Month hub. Beyond landing pages, I extended the creative across multiple customer touchpoints by designing display media assets and Fire Tablet placements that drove awareness and traffic.
RESULTS
The campaign ran from February 1–28, 2021, and delivered significant visibility, engagement, and sales impact:
SheaMoisture
- 29.8M impressions
- 18M unique reach
- 6.43K units sold, with 63% new-to-brand customers
LIFEWTR
- 58.2M impressions
- 25M unique reach
- 183K click-throughs to the landing page
- 18K halo units sold and 4.9K promoted units sold
- 32% new-to-brand customers
This campaign not only celebrated Black voices but also proved the effectiveness of combining storytelling-driven design with commerce-driven outcomes. The success established a scalable creative framework that Amazon could apply in future cultural heritage campaigns, setting a precedent for how design can advance both representation and business results.
