To extend model visibility, Amazon Prime Video used a mixture of digital and conventional promoting methods, together with social media, show adverts and OOH deployment. The model additionally leveraged the ability of influencers of various scales, together with nano, micro and Twitter military, to assist drive large dialog for the model on launch day.
The outcomes
The Amazon Prime Video launch in Nigeria was profitable in creating consciousness, rising buyer subscriptions and top-of-mind consciousness amongst the audience, particularly with the flexibility to pay in naira utilizing native playing cards and entry to high quality content material with out utilizing VPNs.
The model recorded 111.2M-plus impressions on social media. The marketing campaign reached a complete of 26.6M customers with 48k video views, 43k engagements, 580k profile visits, 6.7k web site faucets, 3.5k model mentions and gained 5.4K-plus followers on Twitter inside three weeks of launch.
Probably the most profitable efficiency was show, which exceeded expectations, delivering twice the deliberate impressions. OOH deployment successfully dominated the OOH house in Lagos, controlling the share of voice, which led to elevated model visibility and talkability of the marketing campaign. The marketing campaign exceeded supply objectives on YouTube and Twitter.
Total, the “Japa To Prime Video” message was seen as daring, related and audacious. It was audacious as a result of it was sudden for a worldwide model to talk within the native language. It was related as a result of it tapped into the cultural zeitgeist of Nigerians who’re in search of methods to flee the on a regular basis. And it was clear in its intent, which was to place Prime Video as a platform that gives a singular and immersive viewing expertise.
