Teachers are critical to inspiring the next generation. But often, our educators don’t have access to all the resources they need to foster learning and imagination. According to the National Education Association, more than 90% of teachers spend their own money on school supplies and other necessities for their students every year.
Amazon’s wish list product has become an organic tool for educators and schools seeking support with classroom needs, tapping their communities to contribute. In a recent study, 19% of teachers said they depend on Amazon wish lists for help. Among those, nearly one-third (32%) said between 25-50% of their supplies come from those lists. Wish list fulfillment has become an opportunity for building cultural relevance and conversation on social media. We sought to highlight this important need, while celebrating teachers and giving back to the community through the vast selection and convenience offered by Amazon.
Our specific goal of establishing a more emotional connection and mental availability with our customers was achieved through our measurable impact on key brand perceptions.
Amazon collaborated with Oscar, Emmy, Grammy, Tony, and Olivier Award-winning creators Benj Pasek & Justin Paul through their production company Ampersand alongside Recess Therapy’s Julian Shapiro-Barnum to develop Celebrity Substitute. This is the ultimate feel-good series, combining Recess Therapy’s heartwarming joy and Abbott Elementary’s celebration of education with the celebrity fish-out-of-water absurdity of Hot Ones. In each episode, a class of elementary school kids is told they have a special substitute teacher for the day —and a celebrity walks in to lead the class.
The show explores the unexpected connections between the students and the superstar, and the ways in which a master in their field figures out how to be a teacher for the day. Celebrity Substitute reminds us about the power of connection, the importance of education for inspiring the next generation of artists, athletes, scientists, etc., and our shared humanity—whether we sell out Madison Square Garden or perform in our first grade choir.
Amazon is there along the way to ensure the students and teachers have all of the products and tools they need to facilitate these engaging lessons. Episodes culminate with Amazon fulfilling the entirety of the teacher’s much-needed wish lists at each of these deserving schools to ensure students can continue to grow long after the show wraps. This Wish List fulfillment leans into the Amazon brand pillar of Selection – bringing that consistent message to life in a new and unexpected way. Amazon can outfit a classroom with everything that’s needed – from musical instruments to microphones or cooking equipment to soccer gear – all to help inspire the next generation of innovative thinkers.
To-date, 8 episodes have been released, amassing 10M+ episode views and 588K+ viewing hours. All series assets have driven 90M+ cross-platform views. Celebrity Substitute’s social channels have grown to over 155K followers since launch. Amazon has donated over 3500 products to the schools featured in the episodes by fulfilling their wish lists and supplying additional products for enhanced student and teacher experiences. The series has featured celebrities across verticals and specialties, with a combined Instagram following of 300M+, and has received coverage in Forbes, Business Insider, Variety, Billboard, People, Rolling Stone, Sports Illustrated, The Hollywood Reporter and Today.
