Surviving your teenage years can be just as hard, if not harder than surviving a deserted island. In other words, being a teenage girl today is the real living hell. Prime Video partnered with Way To Blue to develop a fully integrated and comprehensive digital campaign for Amazon’s first ever original YA TV series. Our goal was to attract a new and younger audience to the platform and make The Wilds amongst the top 10 most talked about streaming shows in the industry.
Amazon Studios and Way To Blue worked on a comprehensive social media campaign that amplified the following activations, some of which were firsts for Prime Video:
Social Embed / Social Shoots
Global Influencer Program
Amazon Prime Video sourced and selected 8 global brand ambassadors to fly to New Zealand, explore the set and meet the talent behind The Wilds. The goal was to give our influencers a “once-in-a-lifetime” experience of getting an exclusive first peak at the upcoming Amazon Original, ultimately creating a strong relationship with each one and naming them “brand ambassadors” for The Wilds. Establishing authentic and genuine relationships with each brand ambassador led them to support key beats throughout our entire campaign i.e. debuting the trailer on their socials, hosting a watch party on premiere day, creating buzz throughout sustain.
We were also able to source global influencers within various buckets such as artists, memers, content creators etc. to spread the word of The Wilds via their creative pursuits. Whether that was through flipbook animation, custom memes and even mosaic bead art, our goal was to reach a widely diverse audience and create an all-inclusive culture around The Wilds.
Social Content Strategy
Amazon Studios and Way To Blue worked for over a year together, before the launch of The Wilds, to create a full-scale digital campaign for an audience Amazon has been eager to attract to their streaming platform. Through heavy talent-led original creative, behind the scenes content, strategic brand and influencer partnerships, social sampling and splashy digital stunts, we were able to charm a new generation of fans to the platform.
Social Sampling:
In order to meet our target fanbase where they’re at, Amazon Prime Video, for the first time, made available the pilot episode across all socials (Facebook, Twitter, IGTV, YouTube) for fans to watch for free, share with their friends and become a part of the online fandom.
Community Management:
Our goal was to build and maintain a strong community of young adults that not only champion the brand, but celebrate free thought, diversity and inclusion within one another. By creating a tone of relatability from the start, we were able to position our fanbase as a part of the process, ultimately encouraging them to use their voice in the community they helped us build.
Sampling:
Engagements:
Global Reach:
Social Reach: 514M estimated
Online Press: 304M estimated
Community Growth:
Talent growth:
Average growth:
Social Buzz:
Global Sentiment:
Certified Fresh on Rotten Tomatoes
