Title	AMAZON BINGE SHOPPING
Brand	AMAZON PRIME VIDEO
Product/Service	AMAZON PRIME VIDEO
Category	E01. Social Commerce
Entrant	HEREZIE Paris, FRANCE
Idea Creation	HEREZIE Paris, FRANCE
Production	DINER AU MOTEL Paris, FRANCE

Name	Company	Position
Andrea Stillacci	HEREZIE GROUP	Chief Executive Officer
Paul Marty	HEREZIE GROUP	Executive Creative Director
Etienne Renaux	HEREZIE GROUP	Executive Creative Director
Raphael Sold	HEREZIE GROUP	Art Director
Natan Ritaly	HEREZIE GROUP	Art Director
Jeffrey Corlay	HEREZIE GROUP	Art Director
Jeremy Fouilloux	HEREZIE GROUP	Copywriter
Dimitri Boudnikoff	HEREZIE GROUP	Group Account Director
Lisa Duchein	HEREZIE GROUP	Project Manager
Douglas Antonio	HEREZIE GROUP	Social Media Manager
Alexandre Andresciani	AMAZON PRIME VIDEO	Sr Social Marketing Manager

Background

In France, Netflix is the undisputed leader of the entertainment world. A fact that is all the more true on social media, where its share of voice is off the scale compared to that of Amazon Prime Video (who has 40K followers versus Netflix’s 2.7 million). So in order to get noticed, the brand had to use new engagement methods… In France particularly, many people sign up to Amazon Prime for the delivery advantages the service offers (the retail) and about 70% of them don’t even know that their membership also gives them free access to the Prime Video platform (the entertainment). With Jack Ryan, one of its most popular series, Amazon therefore aimed to promote its streaming platform to both Prime members and the general public.

Describe the strategy

All Prime members were able to take part in the activation. They were made up of people who were already consumers of Prime Video content, people who had only signed up for the delivery advantages and who didn’t know that free access to the streaming platform was included in their membership, as well as future Prime members who signed up for the 30-day free trial to be able to take part in the activation. The objective was therefore to promote the full extent of the Amazon Prime membership to the widest possible audience for the release of the series, in order to maximize the views and convert new members.

Describe the execution

The campaign took place over a period of 24 hours, the day of release of the series. To maximize the impact and increase the number of participations, we coordinated an influence plan to address our target audience, which enabled us to obtain significant reach by the end of the morning. The concept rode the wave of the binge-watching trend and people had to move quickly as the objects were only available once. A sophisticated CM strategy accompanied Prime members throughout the day to interact with the community and validate participations along the way.

List the results

The operation enabled the launch of the series to obtain unprecedented visibility and awareness: +160% views on the streaming platform, 30M impressions just on Twitter, +5000 participations (tweets) in only 24 hours, n°1 trending topic on Twitter France, +50 international and French press mentions. Furthermore, all the participants and winners had to be Prime members to be able to win objects from the series, so the operation therefore boosted the number of free trial Prime memberships and allowed existing Prime members, who had originally only signed up for the delivery advantages, to discover the streaming platform included in their membership for the first time.