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Prime Video: Driving #1 Streaming Premieres
CHALLENGE
With new series and films dropping monthly, Prime Video needed culturally relevant, high-impact social campaigns that could break through the noise of streaming competition and turn their new titles into can't miss cultural moments.
INSIGHT
Streaming success isn’t just about having great content — it’s about creating watch culture. Gen Z and millennial viewers crave community, inside jokes, cast chemistry, and social-first narratives that make watching feel like an event. If audiences see a show catching fire on their feeds, they’re far more likely to hit “play” to be part of the moment.
STRATEGY
I built social playbooks that aimed to build hype by playing up the history of Amazon's star-studded casts and balance between world-building and fan page behaviors to make our social accounts feel like true extentions of the titles. My goal was to turn premieres into shared cultural experiences that our fandoms would plan for and experience together as if we were one big family along with the casts.
EXECUTION
Led social strategy for multiple title launches, including Coming 2 America and Harlem
Developed reactive content and meme-forward assets optimized for social placements
Created character-centric and cast-driven content streams that fueled discussion and rewatch value
Pitched and guided creative around culturally relevant moments to increase buzz leading into premiere week
Built frameworks for real-time monitoring, creator amplification, and social listening to steer content decisions
Developed social toolkits for cast members and influencers to use in promotion of the titles
Conducted live watch parties on Twitter to own social conversation
Ideated content for BTS and cast-led social content
RESULTS
Coming 2 America became the #1 Nielsen streaming title during launch week
Harlem premiered as the #1 comedy debut on the platform
High-volume positive sentiment across TikTok and Twitter
Multiple moments from the campaigns picked up organically in entertainment media and fan communities
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