Nearly a year ago, a post from Amazon Prime Video on Instagram gained significant attention due to its cheeky content. On the release day of the film “Saltburn,” the account shared an image of actor Barry Keoghan in a scene where he drinks from someone else’s bathwater, accompanied by the caption “Boy dinner.” This quirky post garnered close to 130,000 likes.
The creative concept behind the “boy dinner” post was developed by Saylor, a reactive advertising agency that plays a crucial role in enhancing Prime Video’s marketing strategy through timely responses to pop culture and social media trends. Will Trowbridge, Saylor’s founder and CEO, emphasized the importance of a responsive social strategy in building a brand’s identity on a daily basis.
“Brands that have an existing audience are missing opportunities if they don’t utilize reactivity regularly,” Trowbridge shared. This strategy involves closely monitoring social media conversations about Prime Video content and tapping into current trends. For instance, in mid-November, Saylor anticipated buzz around singer Charli XCX’s Saturday Night Live appearance and created an Instagram carousel post featuring scenes from Prime Video content linked to her song “Apple.” This proactive approach resulted in over 18,000 likes.
Trowbridge noted that while not every viral moment requires a brand’s involvement, it’s essential for brands to maintain a consistent voice and tone. To achieve this, Saylor collaborated with Prime Video to develop a “brand bible,” establishing guidelines for their communication style. This prevents brands from coming across as inauthentic or annoying when attempting to engage with audiences.
A successful reactive social strategy encompasses more than just jumping on trends; it also involves meaningful audience engagement through various post formats. Saylor sometimes opts for straightforward posts, like quick comments on existing brand accounts, while in other situations, detailed image or video uploads are more fitting. While speed is a priority, Trowbridge emphasized the significance of simplicity in maximizing impact.
“You don’t have to reinvent the wheel,” he said, stressing the effectiveness of timely and well-conceived content.
In a world where audience engagement is key, the efforts by Saylor and Prime Video serve as a reminder of how brands can effectively connect with their audiences through creativity and responsiveness. By keeping their finger on the pulse of pop culture, brands like Prime Video not only stay relevant but also enhance their relationship with viewers, fostering a community rooted in shared interests.