One Prime
I lead the creative and social strategic thinking on Amazon Prime’s most recent social brand campaign under their long term brand strategy, ‘whatever you need, it’s on Prime’. This strategy incorporates two key benefits for Prime members: fast delivery and Prime Video content. The campaign features Prime members who have been inspired to create their own social content based on their favourite Prime shows, using items they have been able to buy using Prime’s fast delivery.
I recommended creating iterations of this campaign in order to optimse the content for each social channel and leaning into popular trends on each that felt relevant to the brand and campaign. We also needed to stay true to the level of production value that creates the aesthetic for each channel to make it feel like desirable and authentic content that wouldn’t be scrolled past.. Working with social first director, Chloe Victoria Hughes, we were able to tailor the look and feel of each iteration, as well as cast content creators to play the Prime customer characters. This allowed for us to retain creative control of the campaign for Amazon Prime, whilst ensuring authentic social performances for each channel.
The two campaign iterations below leaned into the trend of ‘Me one day on…’ and ‘How it started, how it’s going’ on TikTok. Whilst these were optimised creatively for TikTok they were also played on Meta channels as this is the case with a lot of content that makes its way over.
The campaign iteration below was optimised for the potential for sound on or off and more explicit branding for Meta channels, Facebook and Instagram.