A Global Streaming Brand Meets a New Kind of Viewer
Prime Video is one of the world’s largest streaming platforms, home to a vast catalogue of original series, global blockbusters, cult hits, and fan-favorite franchises. Backed by Amazon, it pairs massive distribution with a robust paid media engine, making it a dominant force when it comes to streaming.
But in a content-saturated world, even global reach doesn’t guarantee relevance. A new generation of viewers, led by Millennials and Gen Z, are tuning in differently, discovering through trends and valuing authentic reviews over trailers.
For this audience, a premiere isn’t just a release date, it’s a shared cultural moment. To earn attention, Prime Video needed more than visibility. It needed emotion, fandom, and storytelling that traveled fast, hit deep, and felt native to the feed.
Breaking Through the Noise with Stories That Stick
Prime Video had no shortage of content or coverage. Its paid media engine delivered reach at scale, but that didn’t always translate to the kind of relevance that drives true fandom.
As attention splinters and audiences scroll past traditional promotion, the real challenge was emotional connection. How do you turn a premiere into a moment worth sharing? How do you cut through saturation without losing the soul of a show?
Prime Video needed the right voices; creators who could reflect the tone of each series and deliver stories that felt personal, platform-native, and fan-worthy.
The brief was simple, but the execution wasn’t:
Build hype across five distinct series, spanning genres and audiences- Drive engagement before and after launch
- Keep content aligned with brand’s tone and creative standards
- Spark buzz that travels on TikTok, in group chats, and beyond the feed
Prime Video’s goals called for Kyra, a partner who could blend speed, story, and nuance without losing the brand’s edge.
A Creator-Led System Built for Developing Fandoms
Kyra built tailored creator strategies for each title, overseeing casting, briefing, approvals, content delivery, paid amplification, and performance tracking across platforms.
The goal wasn’t to just promote, it was to invite creators into the world of each show. Every campaign was genre-specific and emotionally tuned: summer-lust stories for The Summer I Turned Pretty, apocalyptic immersion for Fallout, nostalgic styling for Maisel, POV thrill for Citadel, and moody suspense for Killer Heat. The creative mix was designed to blend with creators’ organic content, including voiceovers, character roleplay, day-in-the-life skits, and watch-party rituals.
Kyra’s platform made the scale and precision of this program possible, with tools for trend mapping, fandom-based casting, and seamless collaboration across fast-turn timelines. Our campaign team ensured each piece of content stayed emotionally resonant, aligned with platform behavior, and true to the tone of each show.
Performance That Drove Reach and Resonance
Across five major campaigns, Kyra helped Prime Video show up with content that felt native, fan-first, and impossible to scroll past.
In total, the influencer program delivered:
- 66 assets with 51 creators
- 16.4M+ total views
- 6% average engagement rate
- 2 week turnaround time
- 100%+ over-delivery on guaranteed views across multiple series
- Consistent creative quality across five distinct genres
With a creator-first lens and deep alignment to Prime Video’s goals, Kyra helped shift from promotion to participation, building creator stories that sparked fandom and made each premiere feel like an unmissable moment.