Overview
Amazon Prime Video teamed up with Digital Media Management on an influencer campaign to help build awareness of the premiere of its new original dramatic series HANNA.
Amazon Prime Video’s Hanna
Strategy
DMM selected 5 local influencers who were fans of other strong, female-led dramas and had a background in the lifestyle/wellness space to attend and capture branded content at the official HANNA premiere in New York City. Participants posted Stories to their Instagram channels during the live event and then strategically posted again on the actual premiere date, using saved pieces of content.
Results
In total, the campaign reached over 3.5M followers and yielded 800K brand impressions. The collective posts generated an impressive 84K (10.5%) engagements, with substantial positive brand sentiment and enthusiasm around the premiere of Amazon’s new original series. Influencers authentically and creatively captured their experiences onsite, engaged well with their followers, and successfully encouraged others to check out HANNA.
Channeling my inner Hanna from @hannaonprime today 🍫 I went to the screening last week and I got HOOKED within the first two episodes. It’s filled with humor, action, badassery, and I’m so here for it. The series is releasing today on @AmazonPrimeVideo and I can’t wait to continue watching it. If you watch it, come back to this post later and lmk if you get why I’m holding a snickers bar 😂💕 #HannaTV #SponsoredByPrimeVideo
It’s here, it’s here! @hannaonprime premieres TODAY! I went to the red carpet premiere last week, where I watched the first two episodes and chatted with the lead actress completely unbeknownst to me 🤦🏻♀️ she was incredibly sweet and kind though and it makes me want to support her work even more. This is a riveting coming-of-age story perfect for people who love action/drama/spy-esque works. I was on the edge of my seat and it killed me to have to wait this long to binge it some more. I’m so excited it’s finally released! @amazonprimevideo #HannaTV #SponsoredByPrimeVideo
Last week I was invited to see the premiere of @HANNAonprime and it honestly blew me away. I’m always looking for new shows to watch and this was INCREDIBLE. 🙌🏽 The main character Hanna is such a badass female role model and I was hooked immediately from the first episode. I am SO excited it premieres today on @amazonprimevideo! ❤️ #hannatv #amazonprimevideo #sponsoredbyprimevideo
Throwback to attending the premiere of @HannaOnPrime, eating all of the popcorn and I’m already hooked on this show! Check it out on #amazonprimevideo, I can’t wait to see what happens next! Are you into binge watching shows or spacing out the episodes?! I’m a binger myself 🤓 #hannatv #sponsoredbyprimevideo
#ad At the moment Jayne keeps telling everyone that: “When I’m bigger, I’ll be a doctor!” Whatever she wants to be, I’ll always support her! I’d love to see her embody the qualities of Hanna!🖤⚡️Strong, powerful and an absolute force to be reckoned with!
🍿Tune in to watch the whole season of @HannaOnPrime today! #HannaTV @AmazonPrimeVideo #SponsoredByPrimeVideo
800k
Brand Impressions
84k
Engagements
10.5%
Engagement Rate