Amazon’s Virtual-Con Influencer Campaign

Tapping into the creativity of popular cosplay creators to produce content for Amazon Prime Video’s experiential digital event, Virtual-Con.

Overview

Amazon Prime Video partnered with DMM’s Creator Lab to identify and activate with four top cosplay influencers to create tutorial videos showing their fans how to get the looks of characters from their favorite Prime Video shows. The videos were featured on Amazon’s Virtual-Con microsite, which housed other engaging content and panel discussions promoting its original series. The creators helped drive traffic to the virtual event through Instagram timeline posts encouraging their followers to go watch their full-length how-to videos and participate in other fun digital experiences while there.

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Results

The campaign generated a combined 276K organic brand impressions and 122K collective engagements, yielding an engagement rate of 44.26% across Instagram.

As a bonus, the influencers produced added-value stories to help drive views to their videos. Seven branded Instagram frames were posted, generating an additional 106K impressions and 884 engagements.

Alyson Tabbitha (@alysontabbitha)

#ad 🧚‍♀️ I’m so excited to show you how I transform into the badass Fae Vignette from the captivating show @CarnivalRow that you can watch on @AmazonPrimeVideo!

If you haven’t seen it, I highly recommend if you like movies with mystery, fantasy, romance, war, mythical creatures and so much more!

In this tutorial I show you how I do the makeup & how to make the wings and coat. I share a lot of tips and tricks so be sure to watch the full video and experience more at #AmazonVirtualCon. Link in my bio.#ad ✨

Lex Madeyewlook (@madeyewlook)

#ad ✨ I MADE THE CHEST PLATE! … and of course body painted the shoulder armour and headband, heh! LINK IN MY BIO!! I am SUPER PROUD! With Comic Con happening at home this year, now is a GREAT time to learn a new skill, or catch up on your favorite shows to celebrate! I teamed up with @AmazonPrimeVideo like a true superhero to bring you a tutorial on Queen Maeve, a powerful hero and member of The Seven from the show “The Boys” which is now streaming on Amazon Prime Video (New season coming September 4th!). Find this tutorial and multiple others on #AmazonVirtualCon! Go SHOW it some love. Get it? Show? Amazon Original Shows? ✨

Tessa Netting (@tessanetting)

Are you more of an Aziraphale or a Crowley? #ad Swipe through to see the outfits I created for each character and comment below if you like the first set of outfits better (Aziraphale) or the second set of outfits better (Crowley)…I WANNA KNOW! ⁣
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Watch the full video about how I used everyday pieces from my closet to create outfits inspired by my favorite ineffable husbands (I love and ship them SO much) from the show GOOD OMENS by clicking on the link in my bio (It’s under the cosplay section on the page!)⁣
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Also make sure to check out the other exclusive SDCC experiences at #AmazonVirtualCon surrounding all of your favorite @AmazonPrimeVideo shows!

276K
Impressions
instagram
122K
Engagements
instagram
44.26%
Engagement Rate
instagram

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