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AMAZON
Title
Rings of Power
Project type
Social Strategy, Content Planning, Measurement
Date
2022
CONTEXT:
The Prime Video team asked for support from Amazon's Alexa to help drive awareness of the upcoming finale of their marquee show, The Rings of Power (ROP) . The request was to post a static image promoting the show on Alexa’s social handles, however there was an opportunity to do something larger given the extensive fan base of both ROP and Lord of The Rings (LOTR). Using social listening (Brandwatch) and Google Trends, I uncovered a massive spike of conversation around the identity of the character who would reveal themselves to be the main villain, Sauron, leading up the finale: this topic accounted for 90% of the online conversation and searches leading up to the finale.
MY OBJECTIVE:
Drive on-device engagement and increased social conversation about The Rings of Power in the lead up to the finale, by leaning into the intrigue around the identity of Sauron
STRATEGY:
+ Proactively seek out and engage with LOTR and ROP fans who are discussing the show and engage with their theories
RESULTS:
+ Delivered 500K+ impressions and over 10K engagements
+ Responded to 100+ fan theories, encouraging further fan conversation
+ Contributed to 20K on-device utterances of “Alexa, who is Sauron?”