Overview
After the success of our stylish Season 2 campaign, Prime Video tapped DMM for a premium, talent-forward creative and community management strategy to bring fabulous fashion onto feeds and into closets.
Making the Cut | Season 3
Reinvigorating returning fans for Season 3 and positioning Making the Cut as the premier source of accessible fashion.
OBJECTIVES
For Making the Cut’s third season, we elevated our approach by diving even deeper into the styles and talent, putting fans in the workroom alongside their favorites. In addition to the powerhouse hosting duo of Heidi Klum and Tim Gunn, this season featured judges from Season 1 & 2 — Nicole Richie & Jeremy Scott. This expanded the breadth of our creative beyond the season at hand, as we tapped into fan-favorite memories, while simultaneously teasing new iconic moments on the horizon.
While in-season, our partnership with Amazon Fashion shined using Instagram’s in-app shopping feature to bring fabulous fashion directly to our followers at the tap of a screen through influencer roundups and sleek episodic recaps. Additionally, our robust clipping strategy enabled us to more readily showcase unforgettable moments, inspire engagement in the comments, and expand our reach with the platform’s prioritization of video content.
Our increased emphasis on talent included widening the spotlight on the designers to ensure everyone was featured prominently for maximum brand exposure. DMM’s talent services team worked closely with all ten designers to source innovative content. From weekly Instagram Story takeovers and collab posts to personalized toolkits and onsite event coverage, the team facilitated a symbiotic relationship between the designers and the official Making the Cut accounts. Creatively, we highlighted the contestants and their brand identity with chic custom graphics and stylish edits showcasing their best work. We tied this all together with a fashionable AR filter for fans and talent alike to align their personal Instagram story style with that of our creative campaign.
RESULTS
On Instagram, the social home of Making the Cut, we grew our following by over 15% during the two-month launch window, seeing 1.2m organic impressions. Despite our following on Twitter being significantly smaller, we still saw 500k organic impressions, proving that stylish creative and engaging community management increases visibility. Our designers also grew their personal followings exponentially, gaining 129k followers across their accounts over the course of the campaign.