Most people in America know Amazon Prime for online shopping, not video content. Even among their 150 million members, 70% don’t realize their subscription entitles them full access to Amazon Prime Video— a streaming service with thousands of movies and TV shows, many of them award-winning. So when Prime Video asked us to grow their viewership in the peak holiday streaming period, we didn’t pursue new customers, we targeted their unaware, existing members, delivering them “The Gift You’ve Already Got”.
To cut through holiday clutter we used hyper-contextual messages, turning holiday annoyances into positive, Prime Video gifts. This came to life across 14 States and 80,000+ placements, containing over 100 unique headlines. Best of all, first-time users of Prime’s video streaming service nearly doubled and members watched double the hours of original movies and TV compared to the previous year. And for the first time ever, Prime video reached the no.2 streaming service in the USA.
