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Amazon Prime Video partnered with Digital Media Management to help generate excitement and tune-in for the Kacey Musgraves Christmas Special and build awareness of the themed pop-up event, with the ultimate goal of driving new trial memberships.

DMM invited five diverse influencers, who are also devoted Kacey Musgraves fans, to attend a themed pop-up event in Los Angeles, where they shared their experience via branded Instagram stories and timeline posts. These influencers captured the holiday spirit and many magical photo moments on three recreated sets from the holiday special. The content helped increase promotion of the pop-up event and encouraged followers to sign up for Amazon Prime Video to watch the special.

In total, the collective posts generated over 1.5M branded impressions and nearly 62K (4.04%) engagements. Influencers posted a total of five timeline posts and 19 story frames, exceeding the required 10 frames (combined). In the comments, followers expressed fandom for Kacey, enjoyment of and intent to watch the special, and interest in visiting the pop-up event. Some even called out the natural connection between influencers and the campaign.

Mark Kanemura (@mkik808)

Friends! Guess what!? The Kacey Musgraves Christmas Show on @amazonprimevideo is out NOW! Can’t wait to get into the holiday spirit with @spaceykacey and all the amazing guest stars!!! Who’s gonna watch it with me?? Link in bio. #SponsoredbyPrimeVideo #KaceyChristmas

Chris Han (@chrishanxoxo)

Had a blast at @SpaceyKacey holiday show pop-up at the Grove! I love all the festive themes! Come and check it out this weekend. Watch the Kacey Musgraves Christmas Show on @AmazonPrimeVideo now! Don’t miss out the classic Christmas songs, all-star guests and fancy glittery scenes!!! #KaceyChristmas
#SponsoredbyPrimeVideo

Trevor Holmes (@trevorholmes86)

@spaceykacey has been one of my favorite artists for a while now. When I found out she was having a pop-up event this weekend at The Grove I had to go down and show her some love. She just released The Kacey Musgraves Christmas Show on @amazonprimevideo you can bet I'll be playing it on repeat all next month. I highly suggest you check it out, link in my bio. #KaceyChristmas #Sponsoredbyprimevideo

Jessica Nickson (@thejessicanickson)

Once I saw the @spaceykacey installation at The Grove I obviously ran home to watch The Kacey Musgraves Christmas show on @amazonprimevideo !
Check out the actual set from the show active at The Grove now.
@amazonprimevideo
#KaceyChristmas
@spaceykacey
#SponsoredbyPrimeVideo

Jessica Lesaca (@jessicalesaca)

I celebrated the official start of the Christmas season at @spaceykacey’s #KaceyChristmas pop-up! ???????? For extra Christmas feels, you can watch The Kacey Musgraves Christmas Show on @AmazonPrimeVideo now! ?????#SponsoredByPrimevideo