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Shifting from traditional promo to entertainment-first
Prime Video UK
Creative Lead
The challenge
Since 2020, I’ve delivered campaigns for some of Prime Video's biggest UK titles. But in 2023 with an over-skewing male audience, they needed to grow their YA female reach.
The Insight
Entertainment-first formats had the potential to 3x engagement amongst female viewers. The challenge was promoting titles without losing authenticity.
My response
Reimagined PVUK’s promo strategy with entertainment-first formats that seamlessly integrated title promotion.
↳ Led the platform’s first UK entertainment-first original, proving the model
↳ Commissioned to develop and oversee 3x additional female-fronted series
↳ Provided end-to-end creative oversight - from scripting and creative through to production and post
Results:
23.9M ORGANIC VIEWS
1.3M ENGAGEMENT
+22% FEMALE SOV
*with originals consistently skewing majority female
STRATEGY SHIFT
Unlocking dedicated annual budget for entertainment-first formats.
Text about this 16:9 video to go here
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