In 2022, Amazon briefed us to work with social media creators to build awareness and anticipation in the Gen Z demographic for Amazon’s biggest annual deals event. We brought together a supergroup of European creators and our strategy was simple – encourage the talent to be as creative as possible and stay true to the authentic style their fans love.
The diverse group included top VFX entertainer Younes Zarou (DE), the uniquely weird and wonderful world of Scott’s Reality (NL), inimitable ‘tutting’ dancers Urban Theory (IT), and cake baking genius Lara Cakes Anything (UK). The creators were selected based on strict criteria including audience demographics and creative style following a phase of deep research into creators of a variety of genres across Europe.
The resulting campaign beat benchmarks for views by nearly 50% and engagement was over double the target rate.