|Brand||AMAZON PRIME VIDEO|
|Product/Service||AMAZON PRIME VIDEO |
||C02. Innovative Use of Influencers|
MEDIA.MONKS Madrid, SPAIN
MEDIA.MONKS Madrid, SPAIN
||Executive Creative Director
||Social Media Creative
||Head of Account
||Influencer Strategy Manager
Why is this work relevant for Social & Influencer?
The power of social and influencer marketing lies in its potential to start conversations and amplify cultural relevance across audiences—and this is precisely what we did for Prime Video. Following the release of a popular video by the comedy duo “Venga Monjas,” we struck up a conversation with the team on Twitter that rapidly evolved into a collaboration. Together, we produced a new humorous video that was organically talked about by Spanish influencers, and turned into hundreds of memes for everyone to use—evidencing how brands must speak their audience’s language to thrive in the social media space.
For Prime Video, one of the greatest challenges in Spain was to make people associate Amazon Prime with the streaming service. Because most audiences didn’t know that having an Amazon Prime subscription equals free access to Prime Video, we set out to educate the audience on this benefit. In doing so, our team knew that generating buzz on social media would expand our message effectively, and even help the brand gain new audiences in the process.
Describe the creative idea (30% of vote)
As if often happens—and should happen—with social media, the creative idea was born from the conversations users were already having about the brand online. When Venga Monjas posted a video on Twitter with the line “I ordered world peace on Amazon, it will arrive in less than 24 hours because I pay for Prime,” our team was quick to identify the opportunity to develop collaborative content. Working hand in hand with creators that know their audience better than anyone, we produced a new video infused with the sense of humor that characterizes Venga Monjas and effectively got our message across.
Describe the strategy (20% of vote)
This project is the perfect example of a reactive strategy. We leveraged an existing conversation to further expand the cultural impact of the campaign, all with fit-for-format content that conveyed our message without disrupting the user’s usual experience with Venga Monjas’ content. Titled “They Swallowed the Bait,” the new video was created with a very specific audience in mind, digital-savvy and fluent in the language of social media. In targeting them, we approached the campaign from a humorous standpoint, ensuring our content could provide the same value as all Venga Monja’s organic videos.
Describe the execution (20% of vote)
The first step after identifying the opportunity to build on Venga Monja’s popular video was to connect where it all started: on Twitter. We shared their original video and exchanged tweets with the team, who were quick to joke about collaborating. From there, our speed to market was key to make things happen: in a matter of days, we planned the creative approach with the comedy duo, helped them produce the new content and delivered it while it was still relevant.
List the results (30% of vote)
The video and song had a quick, strong impact on social media and gained coverage from local media outlets like Zeleb and 20 Minutos. Only during the first 24 hours we saw:
And throughout the week, our numbers raised to:
Additionally, influencers, journalists and Spanish celebrities such as Javier Calvo, Jordi Wild, Berto Romero, Ana Morgade and María Escote organically shared the content commenting and stoking the conversation. The cherry on top is that users turned the video into countless memes that people still share online.