Case Study: Amazon Prime Video boosts Carnival Row launch buzz with Digital Media Management influencer marketing

Amazon Prime Video drives 7.7M organic impressions with Digital Media Management

Amazon Prime Video partnered with Digital Media Management (DMM) to execute an influencer marketing campaign aimed at promoting the series premiere of its show, Carnival Row. The challenge was to generate significant buzz and anticipation among the key fantasy genre audience.

DMM's solution was a strategic four-phase campaign that involved 20 carefully selected influencers in activations at San Diego Comic-Con, the LA premiere, launch day, and a sustainment period. The campaign generated over 7.7 million organic impressions and nearly 1 million engagements, yielding an impressive 12.13% engagement rate. DMM's approach successfully over-delivered on content and created overwhelmingly positive sentiment for the show's launch.

Amazon Prime Video