The @Comicstaan campaign delivered success for Amazon @PrimeVideoIN, and delight for its audience – demonstrating why Twitter is where people come to get more from their entertainment experiences, and where brands come for attention-grabbing launches.
Amazon’s approach to delighting and engaging its audience with video, personalisation and live streaming combined for a high on-target reach of 85%, exceeding the industry benchmark of 73%*. Its creative Tweet-to-Untape solution, using custom campaign video, delivered 3.3X higher engagement rates and 5.4X higher completion rates than other ad formats.
People who viewed and engaged with @Comicstaan videos were motivated to remember the campaign and to watch the competition on @PrimeVideoIN: Compared to the control group, people who viewed @Comicstaan video Tweets showed a 37 pp (percentage point) lift in Tweet recall, 35 pp lift in awareness, and a 14 pp lift in intent to watch @Comicstaan. Meanwhile, people who engaged with the Tweets showed a 39 pp lift in Tweet recall, 22 pp lift in awareness, and a 14 pp lift in intent to watch @Comicstaan.
Boosted by the involvement of influencers, overall metrics for the #BlueCarpetScreening exceeded typical event page performance by 150%.