The Set-Up: With Prime Video’s subscriber base and slate of Original programming growing, the service also sought to expand its social media presence with genre-specific handles. One such genre? Comedy! Enter stage left: Laugh Track!
We set out to build a fandom specifically around Prime Video's comedy offerings, highlighting all levels of talent and including all sub-genres of comedy: romantic comedy, action-adventure comedy, dramatic comedy, etc.
Our goals for the first year were ambitious:
Taking the Stage: @LaughTrackPV is Prime Video's official home for comedy. The brand supports series, films, standup, specials, and adult animation from Prime Video's Originals programming and its rental library.
We started the brand on December 17, 2021, posting our first ever asset across Instagram and TikTok. As part of our launch strategy, we worked cross-functionally to partner with internal Prime Video partners and external meme pages to amplify reach all week long. In summary, we:
Following launch week, we employed a robust always-on social strategy, consistently feeding our growing audience with 2x posts/day on Instagram and 1x post/day on TikTok. In addition to in-feed posts and Stories, we also prioritized community management across our channels to foster conversation, showcase our personality, and contribute directly to an engaged fandom.
From a content strategy standpoint, Laugh Track primarily promotes Prime Video's slate of Original comedies (most recently: Harlem, Shotgun Wedding, Somebody I Used to Know). Within that, we've built and supported digital marketing campaigns around 40+ titles, pulling the funniest moments for scene lifts, memes, and compilations, as well as creating custom content with talent from junkets, marketing shoots, and content days. Additional tactics we've employed include:
The Punch-Line: We’re serious about results. By January 2, 2022, we surpassed 100K fans on TikTok (almost all organically, barring the launch post); and by February 4, 2022, we reached 50K followers on Instagram. We also launched a Twitter account on January 20, 2022.
Since then, we’ve generated…