The rise of voice shopping has important implications for retailers and consumer goods companies, and those who are able to move quickly will reap first-mover advantage because customers will start to learn that those brands are available and easy to purchase via voice. Recipes are a standout example of brands moving into voice.
The survey below from OC&C Strategy Consultants estimates that voice-based shopping will grow to a whopping $40 billion-plus in 2022 (previously it was estimated at $2 billion in 2017 across just the US and the UK). Categories that have seen early success are electonics, entertainment, grocery and homewares.
Consumer Goods
Our Work
GSK AquaFresh
Captain Aquafresh and the Nurdles show kids a fun way to brush all parts of their teeth correctly. Catchy songs and dances get them brushing and help get them to the 2 minutes of brushing that dentists recommend. And because they’re having so much fun, before they know it, they’re done!
Make brush time fun time with Captain Aquafresh and the Nurdles!
Project
Brush TIme
Market
UK, USA
Platform
Alexa & Google
Live
2020
Unilever
Discover recipes tailored to your needs, get step-by-step instructions and save your recipes for later. Say goodbye to fiddly recipe book page-turning: you’re going hands-free! Get to know your new kitchen friend by saying “Alexa, open Recipedia”.
Project
Recipedia
Market
UK, USA, Canada, Mexico, Brazil
Platform
Alexa & Google
Live
2017
Diageo
Want amazing cocktails… all you have to do is ask! The Bar’s Master Mixologist has hand-picked a range of the world’s best cocktails – from crowd favourites like an Old Fashioned or Cosmopolitan, to tailor-made recipes like the Pimm’s Cup or Southside Fizz.
Project
The Bar
Market
UK
Platform
Alexa
Live
2017
Mars M&Ms
Tackle Streaming Indecision! Red Recommends was an Alexa and Facebook chatbot service that helped viewers navigate options across various streaming services, marking the first voice activation marketing campaign for Mars Wrigley Confectionery UK. The Alexa skill was only live for a promotion period in 2018, but you can still visit the Facebook Chatbot.
Project
Red Recommends (work awarded via AMV BBDO)
Market
UK
Platform
Alexa & Facebook
Live
2018
O2
Get your family together and play the O2 NSPCC Parents vs Kids quiz. It’s a fun, educational way to find out who knows more about the world of online, and help parents talk to their kids about staying safe on the internet.
With guest presenters Richard Osman and Lauren Layfield asking the questions, all you need to play along is at least one parent, at least one child, and Amazon Alexa.
Project
Parents vs Kids (via VCCP)
Market
UK
Platform
Alexa
Live
2018
Yoplait
Petits Filous and Amazon have been helping kids everywhere turn cardboard boxes into truly incredible things. But the fun doesn’t have to stop there.
Let your kids’ imagination run wild with Petits Filous adventures, six immersive worlds full of stories, mini challenges and music that brings our extraordinary cardboard creations to life. Each item has its own unique story for your child to interact with, providing inspiration to help them play free for hours on end.
Project
Petits Filous
Market
UK
Platform
Alexa
Live
2018
P & G Victoria
Listen to fantastic tips on Fashion & Beauty, Health & Wellbeing, and Home & Garden – or how about motivational quotes? You can also hear product information and customer reviews for your favourite household brands, including Olay, Pantene, Oral-B, Flash and Fairy. Plus, if you like the sound of a product, you can simply add it to your Amazon shopping list – and don’t forget to ask for “offers” so Alexa can deliver the latest samples and money-off coupons straight to your inbox.
Project
Assistant, Tea Break & Magazine by Victoria
Market
UK
Platform
Alexa
Live
2018
Unilever
Whether you want to get rid of that awful red wine stain on the carpet, unblock the sink, get fake tan off clothes, or clean your oven, just ask Cleanipedia and she’ll advise on how to get it done easily & quickly.
Project
Cleanipedia
Market
UK
Platform
Alexa
Live
2017
Veet
Get guided walkthroughs to help you get the best out of Veet hair removal products, including creams, waxes, wax strips and beauty stylers.
Project
Veet Assistant
Market
UK, USA, IE, IN, Canada
Platform
Alexa
Live
2018