Amazon Power is the leading provider of organic acai berry products in Australia, supplying to cafes and wholesalers. Since creating the company in 2004, Amazon Power had experienced incredible growth, mainly through word-of-mouth, and mainly just in NSW and Victoria. Although the brand had a digital and social presence, to continue the company’s growth there was a need to define their unique selling point and to create a strong brand persona for their online audience. Amazon Power decided to focus their efforts on social media as it provided the best opportunity to engage with existing customers and to reach new audiences in other states, and ultimately create more sales.

Amazon Power Strategy


[Haimat] was engaged to provide an overall social media strategy, with the objective to create a lifestyle brand our audience could relate and connect with on- and offline. This was based on the insight that brands don’t just draw their meaning from their positioning, advertising and products, but from the lifestyle and culture they decide to live in. Looking further into Amazon Power’s target audiences, we found that the common thread was that they were all health conscious and leading an active lifestyle.

Amazon Power Instagram


Stemming from this insight and objective, we created a ‘social media attitude’ for Amazon Power by providing a clear brand statement, overarching social strategy and framework that outlines the Amazon Power social brand territory. Our work included:

– Researching brand challenges and objectives
– Analysing the social target audience
– Providing social strategy, framework and content pillars
– Highlighting relevant social media trends for Amazon Power
– Social campaign ideas
– Creating a social persona and tone of voice.

Following the strategy, [Haimat] was also engaged to create social content for Amazon Power, including photography and videography. People involved included Social Media Strategists, Account Managers, Producer and Photographer.

Amazon Power Photoshoot iMac

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