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#PrimeMyDay

Client: Amazon
Brand: Amazon Student

HOW DO YOU SPEAK TO STUDENTS ON THEIR OWN TERMS?

When we were asked to build an active community of students for Amazon, we knew the challenge would be to engage this notoriously hard to reach audience – up to 70% use ad-blocking devices according to a 2016 National Student Survey.

AUDIENCE

University students with highly trained bullshit detectors, thanks to a lifetime’s exposure to marketing.  They don’t like being sold to, but love brands that are entertaining, useful and genuinely help make life a little bit better.

SOLUTION

Time at university is often said to be ‘the best days of our lives’. With students aiming to achieve just that, we made sure that Amazon was on hand to help reach, if not exceed, expectations. We moved away from TV-first and spoke to students on their own terms, developing the biggest single social push for the brand to date.The audience-focused, social engagement programme we created - #PRIMEMYDAY - centres around the Amazon Student offering (which gives students the full functionality of Prime) and spans Facebook, Instagram and Snapchat, weaving together content from the brand, influencers and media platforms.

Online content has included #PRIMEMYPAD, a student flat makeover with the help of social influencer JaackMaate, FoodHacks teaching students the tricks to an Easy Peasy Margherita and competitions to win Party Boxes, 1kg tubs of Nutella, and a year’s supply of toilet roll.

RESULTS

The work is fun, eye-catching and grounded in audience insight, and although full results are kept under Amazon’s confidentiality restrictions, the campaign contributed to Amazon achieving all its acquisition targets in 2016.

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