Prime Video Creator Program | Turning Creators Into Brand Storytellers
Amazon Prime Video | Creator Strategy & Community Building
The Brief
Most brands treat creators like media inventory. Hire them, hand them a script, get a post, repeat. But what if creators became an extension of the brand's voice rather than just another distribution channel?
The challenge was to build a year-round creator ecosystem that kept Prime Video culturally relevant beyond big title launches. From comedians and meme pages to illustrators, reviewers, and niche creators, the focus was on finding authentic voices that could make the brand part of everyday internet conversations.
The idea? Give creators the playground and the guardrails, but let them decide how to play.
The Outcome: 100+ Creators. One Always-On Cultural Engine.
100+ creators collaborated across Instagram and YouTube.
220M+ views generated through creator-led content.
16M+ engagements driven across collaborations.
The bigger win? Moving from transactional influencer campaigns to a sustainable creator ecosystem that built relevance, conversation, and community throughout the year.