In an oversaturated streaming market, Prime Video faced a critical business challenge: how to drive consumer preference and entice people to subscribe over bigger-spending competitors like Netflix. Our brief was to create a breakthrough, social-first and creator-driven campaign that would capture attention—without any paid media investment. The campaign aimed to elevate Prime Video's offering, positioning it as the ultimate one-stop destination for entertainment joy. Success would be measured by driving positive social engagement that outperformed benchmarks among our core 18-34 audience in five key markets (CA, AU/NZ, MX, BR, ELA)—all organically.
Research shows the incredible impact of our favorite movies and shows. 70% of people say a film or series has turned their day from bad to good. Two-thirds of travelers say streaming content has influenced their holiday destinations. And nearly half of us admit our careers were inspired by the shows we watch. The emotional connection we have with the best entertainment extends far beyond the screen, becoming woven into our lives and identity.
But at the same time, today’s audiences clock branded content and tune out in 0.2 seconds. So to resonate with consumers, we had 2 key jobs to be done. Firstly, we needed to show we understood that the shows and movies we watch don’t just entertain us—they shape who we are. Secondly, we needed to do it in a way that would win our audience’s attention and break through the noise on their feeds.
This wasn’t just your average influencer promotional campaign. Instead, we pushed the boundaries of branded content with Brain on Prime: a first-of-its-kind creative platform featuring an original multi-language brand track and music video.
Knowing that 88% of TikTok users consider sound essential to content they love, we took an audio-first approach to leverage the power and social virality of music to extend the reach of our campaign. Then, to ensure we maximized attention, we gave influencers the license to be their authentic selves and make sure that every piece of content was curated for the different markets the campaign activated in.
Starring influencers from all 7 markets, the hero music video explored the collision between their real lives and the Prime Video content that consumes their minds. We then empowered these influencers and others to bring their unique personality, flavour, and passion to the story with regionally-specific content in their native language, using popular local titles and cultural cues that would resonate with their audiences—all backed by their market's unforgettable Brain on Prime song.
The campaign launched with a high-energy, organic social media takeover to fully immerse audiences in the Brain on Prime world. We dropped a music video on Prime Video's social channels, featuring top influencers across 7 markets, localized in English, Spanish, and Portuguese (BR) for maximum cultural relevance and engagement. To fuel organic UGC, the track was uploaded to music libraries across TikTok, Instagram, and Amazon Music, making it easy for creators and fans to remix and interact.
Then, we let our creators cook: dances, raps, and performance art. A murder mystery. A kaiju surprise. A Magic Mike tribute. We even saved a kennel. We dropped the influencer content concurrently across Canada, Australia, New Zealand, Brazil, Chile, Colombia, and Mexico. Each post featured an affiliate link, seamlessly driving traffic back to Prime Video. From dancing, rapping, and performance art to cosplay and makeup tutorials, the campaign sparked an outpouring of organic creativity across both mainstream and niche communities.
To further engage audiences, influencers shared behind-the-scenes Instagram Stories, offering a glimpse into their creative process with bloopers, exclusive clips, and unreleased moments. In total, 76 influencers produced 171 in-feed posts, amplifying the campaign and sparking widespread engagement.
The Brain on Prime campaign's performance was a testament to the power of community-relevant storytelling and social innovation, curated for local audiences. With zero paid media, the content caught fire and drove Prime Video’s most impactful organic influencer campaign ever.
The campaign generated over 14 million video views and more than a million engagements. A massive 640,000 people loved the content, 22,000 commented, and almost 30,000 saved it to watch later. With 98% positive sentiment, audience enthusiasm was undeniable.
The campaign also exceeded benchmarks, generating 784% more organic engagements than the expected industry standard. The 23.5% view rate outperformed the 15% industry benchmark, and the Canadian affiliate pilot drove a significantly higher CTR to the Prime Video website than expected.
Brain on Prime didn't just show the power of great entertainment—it defied traditional influencer campaigns and made sure audiences truly heard and felt it.
No need to tune out from this branded content…
