Case Study


With Amazon PrimePhotos, Prime members get free unlimited photo storage and 5 GB of storage for videos, document and other files for themselves and up to 5 additional people through the Family Vault. The Family Vault lets Prime members set up a photo collection archive so multiple users can easily contribute photos and videos in once place. Upload and access your photos, videos, documents, and other files through the free Prime Photos and Amazon Drive apps, and through an internet browser on your computer.


DRIVING BRAND AWARENESS & TRIAL
7,121
Posts Achieved
10.7M
Targeted Audience Reach
7.5%
Engagement Rate
Amazon's
Goal


Create an awareness campaign for the new PrimePhotos service among millennial moms during the holiday season, driving excitement and product adoption.
Our Solution Heartbeat reached out to the entire ambassador network to create awareness, and engaged 7,000 moms in the target demographic to post about how they would use PrimePhotos to capture special moments with their families. The ambassadors were asked to include specific hashtags and share family-relevant content including their own children.
Their Success High Engagement & Massive Sales

Amazon successfully promoted their new PrimePhotos products and established a new level of engagement with their audience in a short period of time.

Never before had so many moms posted about a new product and shared it, creating huge momentum around the launch and Amazon in general during its important holiday season.

The campaign was considered a huge success and is currently the largest campaign ever done on Instagram by number of posts.

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