Prime Video reaches one of the broadest entertainment audiences in the world, more than 130MM customers. That scale makes it easy to talk to everyone and end up speaking over some. The opportunity was to create work that felt more specific and more connected to the communities we wanted to grow with.

Rather than treating cultural moments as isolated campaigns, the work built deeper connections between audiences, content, and the Prime Video brand. Each initiative was designed to strengthen relevance and create more meaningful entry points into the service.

Across every effort the objective stayed the same: build stronger audience relationships by connecting entertainment to identity and culture in ways that felt authentic to the growth audiences we were reaching.

Outcomes
Exceeded streaming goals by 148%.
Generated 4MM social engagements, up 129% year over year.
Delivered 48MM video views, up 650% year over year.
Built models the team could reuse to reach new audiences.