Nearly a year ago, Amazon Prime Video sparked interest on Instagram with a provocative post tied to the release of the film Saltburn. The image depicted actor Barry Keoghan drinking from another character’s dirty bathwater, humorously captioned “Boy dinner.” This daring post garnered around 130,000 likes, showcasing the effectiveness of bold social media engagement.
The creative concept for the “boy dinner” post originated from Saylor, Prime Video’s reactive agency of record. According to Will Trowbridge, Saylor’s founder and CEO, the agency plays a crucial role in enhancing Prime Video’s marketing strategy by responding to cultural and online trends as they unfold.
Trowbridge emphasized the importance of a reactive approach, stating that brands with established audiences can miss significant opportunities if they do not engage in daily relevancy. “It’s vital to react promptly to what’s capturing people’s attention,” he noted.
To craft its reactive social media content, Saylor monitors discussions among Prime Video fans and broader online trends. For example, in mid-November, Saylor tapped into pop culture when singer Charli XCX performed on Saturday Night Live. Anticipating the buzz from her appearance, Saylor prepared an Instagram carousel that cleverly linked her popular TikTok song “Apple” with images from Prime Video content, successfully capitalizing on the moment and amassing over 18,000 likes.
While not every viral moment necessitates a brand’s involvement, Trowbridge highlighted the need for consistency in a brand’s voice and tone. To maintain this consistency, Saylor collaborated with Prime Video to develop a comprehensive “brand bible,” which offers guidance on how to present the brand consistently across various platforms.
The reactive strategy, however, is not solely focused on trends; it also prioritizes meaningful engagement with the audience through a mix of content types. Whether through quick comments on official posts or carefully crafted static images and videos, the goal is to create timely, relevant content without unnecessary complexity.
Trowbridge concluded that impactful social media engagement does not require constant reinvention; rather, it hinges on intelligent and timely creation. This approach not only resonates with audiences but also fosters a positive brand image.
In a world where connecting with audiences is ever more vital, Prime Video’s strategy exemplifies how being attuned to cultural moments and trends can lead to effective brand communication. The success of such initiatives sends a hopeful message: with the right approach, brands can effectively engage their audience and thrive in the digital landscape.