Chapter 25 Amazon’s “Give a Little Bit” Campaign Gives a Lot

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Amazon’s “Give a Little Bit” Campaign Gives a Lot

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Amazon’s “Give a little bit” campaign literally checked all boxes. The singing delivery boxes cleverly used Amazon’s smile logo as lips that sang to a karaoke rendition of the Supertramp 70s classic track, “Give A Little Bit.”


Source: Nick Foster Music

This commercial reminds us of the cultural significance of Amazon’s iconic delivery boxes over the holidays. And the clever use of singing animal-like delivery boxes drives home the warmth and spirit of holiday giving to connect with its customers.

By taking us through a journey of a package delivery, the commercial taps into human holiday emotion while showcasing the company’s robust logistics prowess.

From an Amazon fulfillment center to a large Amazon cargo plane, to a motorbike through the streets of what looks like Hong Kong, the package is finally delivered to a girl on a remote island from an Amazon van that received it from a small aircraft carrier.

The Amazon box sings and smiles all through the commercial — and so does the girl who receives it.

Brand valuation firm Kantar Millward Brown crowned the commercial the “most talked-about Christmas ad” in the UK across 12 factors, including persuasion, entertainment, involvement, originality, and likeability. It beat out John Lewis, Aldi, Argos, and 14 other brands.  

Holiday Marketing Takeaway

Tapping into all the emotions and joy of the holiday season — while showcasing your strengths as a brand — makes for a winning combination.

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Table of Contents

Intro150 Years of the Best Holiday Campaigns
Chapter 2 Macy’s Thanksgiving Day Parade Brings Spectacle to the Season
Chapter 3 How Coca-Cola Invented The Father of Christmas (Or did they?)
Chapter 4 Budweiser Celebrates the End to Prohibition
Chapter 5 Montgomery Ward Employee Invents Rudolph the Red-Nosed Reindeer
Chapter 6 Campbell’s Soup Speaks to the ’50s Housewife
Chapter 7 Mr. Potato Head Becomes First Toy Ever Televised
Chapter 8 NORAD Tracks Santa’s Journey Around the World
Chapter 9 Norelco Popularizes Stop-Motion Animation
Chapter 10 Kentucky Fried Chicken for Christmas? Why You’ll Eat KFC in Japan
Chapter 11 Folgers Advertises the Intangible
Chapter 12 Hershey’s Holiday Bells Defy an Ad Agency
Chapter 13 Coca-Cola’s Polar Bears Humanize Global Warming
Chapter 14 Coca-Cola’s Christmas Fleet Brings Truckloads of Cheer
Chapter 15 M&M’s Stumble Upon Santa –– No One is Left Standing
Chapter 16 Starbucks Red Cups Spark Consumer Salivating (and Controversy)
Chapter 17 Target Keeps it Simple with Their Black Friday Catalog Focusing on Price
Chapter 18 Pampers Silent Night Raises $40 Million for Charity
Chapter 19 Give a Garmin Hits on Travel, Humor and Holiday Stress
Chapter 21 Macy’s Believe Campaign Raises $10 Million, Involves Schools
Chapter 22 American Express Small Business Saturday Supports Local
Chapter 24 REI’s #OptOutside Campaign Bucks Tradition
Chapter 25 Amazon’s “Give a Little Bit” Campaign Gives a Lot
Chapter 26 Spotify’s 2017 “#2018Goals” Campaign Speaks Loudly
Chapter 27 Google Home’s 2018 Alone Again with Google Assistant Campaign is the Ultimate Nostalgia


Kunle Campbell

Kunle is a trusted advisor to ambitious, agile ecommerce brands. His core strengths lies in growing revenue by developing and executing scalable customer acquisition and search marketing strategies for online retailers.  He blogs, runs webinars and teach courses about ecommerce growth on He also hosts an ecommerce podcast dedicated to growing and scaling online retail businesses.

View all posts by Kunle Campbell

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