Hot Mess Summer | Prime Video

A trendy, social-forward campaign to establish Prime Video as the destination for binge-worthy reality programming and hook new fans on their hottest summer shows.

Overview

Prime Video partnered with DMM for an engaging 360 social campaign to activate established fans of reality programming and introduce them to the new shows of the summer, The One That Got Away, Forever Summer: Hamptons, and Cosmic Love. By utilizing of-the-moment community management and creative strategy, tapping influencers with an affinity for content, and establishing the talent as social stars, Prime Video’s reality genre handle, Messy Bestie, became the home of the hottest reality television tea.

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OBJECTIVES

Hot girl summer? Nope, we’re having a Hot Mess Summer! With creative and community management, we focused on bringing all the messiest, most jaw-dropping moments from our summer slate straight to our followers’ feeds in ways that felt organic. To retain authenticity with our audience, we approached all three titles through the lens of “Messy Bestie” — a world-class social media manager, amateur graphic designer, TikTok editor, and pop culture fanatic all rolled into one. Using this as our way in, we focused on ensuring our creatives were designed to make it feel like the relatable “social media manager” behind the accounts was creating the content themselves. From memes that tap into themes from the titles (like astrology for Cosmic Love) to pop culture commentary that transcends the content of the shows, we leaned into the trending social zeitgeist to create viral moments. Combined with a robust clipping strategy to hook new fans on the shows, we found our niche in lo-fi, relatable content. 

To build further awareness for @messybestiepv social channels and drive tune-in to the three unscripted series, we launched an influencer campaign tapping into creators that embodied the energy of Hot Mess Summer, who produced content for the personal accounts, as well as our owned handles. This fun content laddered up into our overall strategy and focused on organic ways to drive tune-in featuring creator’s best dating stories, a day on set with the cast members of the shows, and an “I’m Messy Because” TikTok filter that was used over 4,000 times.

To help launch our virtually unknown talent into social media stardom we established their platforms, maximized their reach, and built many of their followings from the ground up by creating content at a Hot Mess Summer social shoot. This content day brought together all three of our reality casts, 15 new social stars, to capture 40 total banked activations, real-time reaction pieces, and more, with the ultimate goal of putting our talent at the forefront of Messy Bestie and the reality TV landscape. Together with Amazon production, our Talent Services team brought to life creative concepts that were shared across TikTok and Instagram.

RESULTS

With 20.95M video views on TikTok and 1.33M impressions on Instagram, we grew Messy Bestie’s following by 42% and 36% respectively over the course of this three-month campaign.

Assets from the talent social shoot racked up nearly 300k combined likes across platforms and the casts gained 260.3k followers on their personal accounts.

Between our six influencers, with a combined social reach of 20M+ followers, they posted 25 pieces of content resulting in 1.2M+ impressions, 212K+ engagements, and an impressive organic engagement rate of nearly 18%.

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