Amazon Studios - Social Strategy
ABOUT THIS PROJECT
Defining social strategy and campaigns for the launch of:
Transparent – Season 2
Hand of God
Man in the High Castle
On the heels of a successful initial foray into original content with critical acclaim for Transparent Season 1, Amazon was ready to launch three new original series and a second season of Transparent. Amazon was excited to be bold in its introduction of these new series, and was looking for accompanying social strategy and campaign concepts to solidify the online conversation.
The objectives were to:
Grow awareness of the shows
Drive association to the Amazon brand
Spur conversation topics among fans as well as those unfamiliar with the show
Encourage sampling of the first episode
Together with a research team, we identified target demographics and developed personas for viewers of each series in order to guide the strategy. We dissected the storylines, highlighting the themes and core essence, narrowing in what exactly was going to resonate with viewers in order to align campaigns and steer daily content.
We identified specific tactics to grow awareness using conversation amplifiers (influencers, advocates, and paid media), campaigns to expand and energize the fan base, and creative to drive association and traffic utilizing the Amazon storefront.
In order to maintain a consistency and empower the Amazon team, we created a guidebook of best practices, content guidelines, an influencer engagement framework, and tools and strategies to measure, optimize, and grow.
Amazon blew past expectations with online engagement, received record earned media for the campaigns, and developed hard-core fans of the new shows.