When Amazon prepared to relaunch Whispercast, its digital content management platform for schools and enterprises, it needed a coordinated strategy to reintroduce the product to educators, administrators, and technology buyers.
Deepwake (under IOXD) partnered with the Amazon Education Marketing Team to design and implement a complete user acquisition and lifecycle campaign — spanning landing pages, emails, iconography, and marketing automation through Marketo.
The result was a cohesive, measurable launch experience that successfully connected Amazon’s technology vision with the education community.
The Challenge
Whispercast was designed to make it easy for schools, districts, and enterprises to distribute digital content — including Kindle eBooks, apps, and documents — across devices like tablets, Chromebooks, and desktops.
But to drive adoption at scale, Amazon needed more than a product. It needed a story and system that educators could quickly understand, trust, and act on.
Challenges to Solve
- Reintroduce Whispercast to K–12 and enterprise audiences with distinct messaging and visuals
- Simplify complex feature sets into clear value propositions for busy educators and IT managers
- Ensure brand alignment with Amazon’s evolving visual identity
- Integrate campaign analytics into Marketo for measurable performance tracking
- Design consistent creative assets across emails, landing pages, and promotional content
This wasn’t just a design project. It was a full marketing system built for clarity, scalability, and conversion.
The Approach
We collaborated closely with Amazon’s in-house marketing, product, and legal teams, aligning design direction and messaging across multiple internal stakeholders.
Through strategic workshops and rapid design iterations, we developed a unified acquisition framework that combined UX principles, storytelling, and automation.
Our Focus Areas
- Acquisition Strategy: Define audience segments and map user journeys from awareness to activation.
- Creative Direction: Design flexible visual systems aligned with Amazon’s education and enterprise sub-brands.
- Marketing Execution: Create responsive landing pages, modular email templates, and campaign assets.
- Automation & Analytics: Integrate with Marketo to track engagement and measure campaign effectiveness.
The Solution
We designed and delivered a complete digital marketing suite for Whispercast’s relaunch:
1. Landing Pages for Education and Enterprise
Two high-converting landing pages were designed to communicate value clearly to distinct audiences.
- K–12 Page: Focused on ease of classroom setup, centralized content management, and integration with Student Information Systems.
- Enterprise Page: Highlighted content distribution, device control, and policy management for corporate training environments.
Both pages featured custom iconography, focused copy, and direct CTAs to “Get Started” or “Register for Webinar.”
Each landing page was A/B tested for layout and call-to-action placement, improving engagement and conversion rates across campaigns.
2. Lifecycle and Acquisition Email Campaigns
We designed a multi-stage email campaign to engage existing users, reintroduce Whispercast improvements, and drive new signups.
Key Email Campaigns:
- Install Base Series: Announced upcoming improvements to existing users with subject lines like “You spoke. We listened.” and “The new Whispercast is almost ready.”
- Acquisition Series: Targeted educators and IT buyers through third-party list rentals and Amazon Education partnerships.
- Welcome Series (Amazon Inspire): Tailored onboarding emails for teachers and district administrators.
Design Direction:
We presented two creative approaches — one photographic and one illustrated — both centered on student imagery and the theme of “simpler learning, smarter management.”
The final selected direction featured photography-driven layouts with supporting icons that conveyed ease, accessibility, and innovation.
3. Iconography and Visual Language
We designed a consistent icon system representing content, devices, and management tools.
These icons were used across landing pages, email templates, and Amazon’s internal presentation materials, ensuring a cohesive visual identity across the campaign.
The goal was to make complex technology approachable and instantly recognizable — especially for educators with limited technical time.
4. Marketo Integration and Analytics
To close the loop between design and data, we implemented Marketo tracking for all campaign assets.
This enabled Amazon to measure open rates, click-throughs, conversions, and user behavior across each funnel stage.
Marketo integration allowed for:
- Seamless tracking of lead acquisition sources
- Custom segmentation for K–12 vs enterprise audiences
- Dynamic content delivery and triggered follow-ups
This integration ensured every design decision tied back to measurable outcomes.
Results
The Whispercast relaunch achieved strong engagement across Amazon’s education channels and significantly improved adoption among existing and new users.
Quantitative Outcomes
- Increased engagement with existing users through personalized reactivation emails
- Significant growth in new user acquisition during the first campaign cycle
- Improved landing page conversion rates through A/B testing and optimized CTA design
- Strengthened Amazon’s presence in the K–12 and enterprise education sectors
Qualitative Outcomes
- Simplified the brand narrative around Whispercast’s value in digital learning
- Created consistency across Amazon’s education communications
- Empowered internal teams to reuse assets across future campaigns
Collaboration and Execution
Deepwake worked in direct collaboration with Amazon’s Education Marketing Team, copywriters, and legal reviewers to ensure every creative and technical detail aligned with Amazon’s brand and compliance standards.
Key Contributions
- Partnered with Amazon copywriters to refine campaign messaging and tone
- Delivered modular templates that allowed Amazon’s internal teams to scale quickly
- Coordinated with product and marketing leadership for visual approvals and rollout
The collaboration was fast-paced, global, and deeply integrated — reflecting the agility required to design at Amazon’s scale.
Reflection
This project demonstrates how strategic design and marketing integration can transform awareness into adoption.
By blending creative storytelling, UX strategy, and marketing automation, Deepwake helped Amazon amplify its education offering and connect more meaningfully with educators and institutions.
Deepwake bridges creativity, technology, and intelligence to help the world’s leading brands grow with purpose.