To promote Prime Day in Turkey, Amazon solicited input from users to create the deals in which they would be most interested.
Objective
Amazon's Prime Day shopping event, held annually exclusively for Prime members all over the world, is the biggest and most important discount period offered by the brand throughout the year. To support the event, Amazon undertook to highlight five shopping categories with five leading influencers and three prominent press outlets in Turkey, which the brand dubbed appointed as "Opportunity Hunters." In addition to announcing discounts and increasing sales during the campaign period, Amazon's goals were also to reveal the "customer-focused" approach in Amazon's brand culture.
Context
The curation and the structure of the campaign's deal-creating process was unique. As such, there was no benchmark or project to compare it to.
Target Audience
The campaign was aimed at residents of Turkey with no specific demographic preferences. However, since "female reach" was Amazon Türkiye's tentpole strategy, the brand enlisted "female interest" influencers more than male ones.
Creative and Media Strategy
Amazon's primary audience was very familiar with influencers and affiliate links. Thus, the brand allocated most of the budget to influencers instead of media investment.
Amazon enlisted influencers who could provide reach, spending a very small amount to push deal requests. To attract public interest, the brand used Instagram Stories and Instagram quiz tools.
With this campaign, Amazon flipped the script on deal communication. Generally, deal communication is a one-way street: The brand gives and the consumer receives. But with the help of Instagram Stories, Amazon managed to ask consumers what they wanted and their answers were collected and used to develop the deals in which they would be most interested.
Amazon received 1.1 million deal requests, along with abundant positive feedback from users.
