Amazon Freight "Count the Smiles"
How do you humanize a bunch of trucks and containers? I thought, "Well, UPS is brown. What do we have?" It came to me as most thoughts do: on a walk. We have the blue trailers with the Amazon smile logo emblazoned on it. Everywhere.
So I tapped into a universal experience: entertaining bored kids on road trips. Through the eyes of a father and son, I highlighted the 70,000+ smile-emblazoned trailers and 24,000+ intermodal containers powered by Amazon's delivery network.
Our strategy was built on a critical insight: B2B freight customers are human first, business decision-makers second. While competitors focus on technical specifications and pricing, we recognized that emotional connection drives initial engagement—even in enterprise purchasing decisions. We had a not-so-radical idea: what if we remembered that B2B customers are just people?
My team and I created four anthem videos and sixteen SMB and enterprise spots. 86 million views and counting. A 451% lift in organic search, and proof that even in B2B freight, humanity wins. We turned logistics into a game families might actually play on their next road trip—and in doing so, made Amazon Freight ubiquitous.