Overview
Amazon Prime Video partnered with Digital Media Management on a stylish social creative and elevated community management campaign for fashionistas who adore the powerhouse hosting duo of Heidi Klum and Tim Gunn.
Making the Cut – Season 2
Expanding on the success of Season 1 by eventizing weekly drops and bringing the fabulous fashion of Making the Cut into closets around the globe.
Objectives
In the wise words of Tim Gunn, “if you don’t have great clothes, it doesn’t matter.” We followed suit by focusing our social campaign on bringing fashion straight to our followers’ feeds. We didn’t just talk the talk, we walked the (cat)walk by utilizing Instagram’s in-app shopping capabilities and enabling fans to add their favorite Making the Cut looks to their wardrobe with the tap of a screen. In our community management, we engaged followers through polls and CTAs so they could put themselves in the judges’ shoes and make their own “cuts.”
With fashion reality competition icons Heidi Klum and Tim Gunn at the helm of both the show and our creative, we drew in fans new and existing, who were thrilled to see the dynamic duo together again. We activated their undeniable chemistry — with each other and with new judges Jeremy Scott & Winnie Harlow — for dynamic videos, chic custom graphics, and engaging community management.
To celebrate the emerging designers launching their careers on Making the Cut, we created weekly statics and videos highlighting their stunning creations and irresistible personalities while simultaneously sharing their organic content to encourage brand growth.
Results
Making the Cut became the must-have accessory for our fans who snapped up the shoppable looks, selling them out week after week and even inspiring Amazon to restock an especially popular look. On Instagram, the social home of the show, we grew our following over 25% during the month-long launch of the show, and Twitter had fans feasting on fashion with 1.2 million organic impressions.