Amazon Prime Video is a well-liked streaming service that gives all kinds of TV exhibits, films and documentaries to its subscribers. In 2022, the corporate partnered with Perception Publicis to launch its providers in Nigeria as a part of Prime Video’s growth plans throughout the EMEA area. The aims: create consciousness, enhance buyer subscriptions and make the model interesting to a brand new vary of shoppers.
By tapping into cultural nuances, recognizable expertise throughout the Nigerian group itself and native media buys, the “Japa to Prime Video” marketing campaign was impactful in making the model regionally related and successfully established the platform as the one place to go when in search of high quality curated content material.
The technique
Market and client analysis revealed that the market was at a nascent stage and there was a low adoption price, which meant that switching was essential. The buyer insights revealed that 71% of Nigeria’s inhabitants is below 35 years and the pressures on the common Nigerian client on this demographic (i.e.: inflation and unemployment).
The marketing campaign thought was constructed across the perception of “escape,” regionally often known as “Japa,” a time period that represents the fact of most Nigerian youth who need to journey to different international locations for a greater life. By way of this concept, we demonstrated that Amazon’s Prime Video is a Swiss Military knife for these seeking to escape; messaging inspired shoppers to decide on higher for themselves and established the platform because the go-to when in search of high quality curated content material.
“Japa to Prime Video” messaging performed two roles. The primary was convincing shoppers to flee to the platform for high quality content material and the second encouraging shoppers to change over from competitor streaming platforms.
The execution
The marketing campaign launched with an entertaining viral stunt utilizing an sudden Nigerian influencer, Davido, to spark a viral dialog on Twitter. Davido is certainly one of Africa’s and Nigeria’s largest Afrobeats musicians, recognized for his distinctive sound and reference to millennials and Gen Z. He’s arguably probably the most liked musicians in Nigeria due to his generosity and philanthropy. For reference, he has a well-known quote: “We rise by lifting others.”
