Seasonal viewing moments are some of the most competitive periods in streaming. Prime Video needed to stand out by building stronger seasonal destinations and giving customers more compelling reasons to engage.

Across Halloween and Holiday, I led creative work that connected campaign strategy, platform merchandising, social, paid media, collection experiences, PR, and experiential activations into a more cohesive customer experience.

For Halloween, the work was built around a simple insight: horror is more than entertainment. For many viewers it offers emotional release and catharsis. That became the foundation for "Cheers for Fears," a campaign that gave Prime Video a more ownable seasonal identity while improving discovery across horror and genre programming.

For Holiday, the insight was just as simple: gift giving is universal. The phrase "It's giving" had already become shorthand in culture, carrying both the slang and the ritual at the center of the season. That became the foundation for "It's Giving Holiday Harmony," positioning Prime Video as the destination for any and every kind of holiday moment, showing the breadth of the service under one consistent gift-giving theme. The work also moved activation earlier, building momentum ahead of peak season.

Outcomes

Halloween
Generated 162MM impressions, up 56% year over year.
Delivered 435K qualified streams, up 24% year over year.
Generated more than 100MM additional campaign impressions across paid and owned media.
Alexa partnership exceeded benchmark engagement goals.
Increased channel subscriptions by 122%.
Delivered these results while operating with 37% less year-over-year investment.

Holiday
Exceeded streaming goals by 177%.
Generated 42MM collection page impressions, up 36% year over year.
Achieved 61% attribution back to Prime Video.
Exceeded attribution norms by 1,800 basis points.
Strengthened engagement ahead of peak holiday viewing through a November deployment strategy.