88% positive sentiment in reader comments
25% of reader comments indicated usage intent
Drove more than 50% of all social conversation in multi-channel marketing plan
Challenge: To encourage trial of a new way for teens to shop on Amazon through a #MyAmazon influencer marketing campaign with hand-selected lifestyle influencers and mom influencers from around the country.
Solution: Using their personal experiences shopping with #MyAmazon, the influencer team created hundreds of pieces of branded content on Instagram and other channels that sparked more than 21 million impressions and more than 4,000 social engagements. As one member of a multi-channel marketing plan, The Motherhood’s influencer team generated more than half of all #MyAmazon posts and impressions on Twitter.
Results: The program was anchored by strategic blog content that received 100+ unsolicited reader comments. 88% of those comments praised the benefits of Amazon’s new feature, and more than a quarter of the comments indicated sign-up.
Further, The Motherhood delivered rich consumer insights regarding the shopping and purchase habits of Amazon’s target consumers for the new teen shopping feature.