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 campaign with hand-selected lifestyle influencers from around the country.
Solution: Using their personal experiences shopping with #MyAmazon, the influencer team created hundreds of pieces of branded content 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.