Case Study: Amazon Prime achieves 68M views and 22K user-created videos with TikTok for Business

Driving awareness for Amazon Prime Video Italy's new show, while encouraging a young Italian audience to bring out their good (and bad) sides

Amazon Prime wanted to build buzz in Italy for its new mini‑series Good Omens and specifically reach a younger Gen Z audience ahead of launch. Working with TikTok for Business, they needed a format and platform that would drive high awareness quickly and inspire user-generated content.

TikTok for Business implemented a multi-format campaign in Italy centered on the #beneVSmale Hashtag Challenge, amplified by creator partnerships, Brand Takeover and In‑Feed Ads to drive participation. In a six‑day run (Dec 27, 2019–Jan 1, 2020) the campaign delivered more than 68 million views from about 51,000 videos, 9.4 million interactions, 36 million impressions on the challenge page and over 22,000 users posting their own videos, exceeding benchmarks and substantially raising awareness for Good Omens.

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