COMPANY
Amazon
ROLE
Creative Director
YEAR
2022
In December 2022, Amazon introduced the Thank My Driver feature, enabling customers to express their appreciation for delivery drivers using Alexa-enabled devices or the Amazon app during the holiday season. By saying, "Alexa, thank my driver," customers could thank the driver of their most recent delivery, while Amazon provided a $5 reward to drivers for the first 1 million thank-yous. This initiative marked Amazon's 15-billion-delivery milestone and celebrated the critical role delivery drivers play in customer satisfaction and community connection.
I led the creative strategy for the inaugural Thank My Driver promotion in 2022. Partnering with cross-functional teams across Alexa and Last Mile (Amazon’s transportation team), I developed a campaign that connected with two distinct audiences: Amazon customers and delivery drivers.
Campaign Highlights & Impact
- The campaign resonated instantly, reaching 1 million thank-yous within just 36 hours of launch, far exceeding expectations.
- The promotion sparked overwhelming positive responses across social media (TikTok, Twitter, Facebook, Instagram, Reddit) and generated 70+ local broadcast placements within the first 48 hours.
- Due to its success, Amazon relaunched the promotion later in December 2022, enabling another round of $5 rewards for the first 1 million drivers to receive a thank you.
- Since its launch, the Thank My Driver feature has become a permanent offering, facilitating over 40 million thank-yous from customers as of 2024.
The Thank My Driver promotion not only celebrated Amazon's delivery milestone but also created a powerful, lasting mechanism for recognizing the hard work of delivery drivers. By giving customers an easy way to say thank you, we helped amplify appreciation for a
critical part of the Amazon experience.