To increase brand visibility, Amazon Prime Video used a mix of digital and traditional advertising strategies, including social media, display ads and OOH deployment. The brand also leveraged the power of influencers of different scales, including nano, micro and Twitter army, to help drive massive conversation for the brand on launch day.
The results
The Amazon Prime Video launch in Nigeria was successful in creating awareness, increasing customer subscriptions and top-of-mind awareness amongst the target audience, especially with the ability to pay in naira using local cards and access to quality content without using VPNs.
The brand recorded 111.2M-plus impressions on social media. The campaign reached a total of 26.6M users with 48k video views, 43k engagements, 580k profile visits, 6.7k website taps, 3.5k brand mentions and gained 5.4K-plus followers on Twitter within three weeks of launch.
The most successful performance was display, which exceeded expectations, delivering twice the planned impressions. OOH deployment effectively dominated the OOH space in Lagos, controlling the share of voice, which led to increased brand visibility and talkability of the campaign. The campaign exceeded delivery goals on YouTube and Twitter.
Overall, the “Japa To Prime Video” message was seen as bold, relevant and audacious. It was audacious because it was unexpected for a global brand to speak in the local language. It was relevant because it tapped into the cultural zeitgeist of Nigerians who are looking for ways to escape the everyday. And it was clear in its intent, which was to position Prime Video as a platform that offers a unique and immersive viewing experience.
