Amazon SG

The Objective

Amazon Singapore (SG) was looking to promote Amazon Prime Day in Singapore, and is very familiar with the feeling of elation customers have the moment they receive and unbox their packages. So, with awareness for its annual sales event as its key goal, Amazon SG decided to leverage the joyful unboxing experience as the foundation for a viral online campaign. Amazon SG also wanted to throw in prizes via a contest to draw in higher rates of engagement. With all of these elements combined, Amazon SG knew exactly the platform to turn to.

The Solution

With the aim of driving high engagement rates and increasing awareness, Amazon SG executed its strategy as a Branded Hashtag Challenge. Titled #UnboxAmazonPrimeSG, Amazon SG encouraged participants to show off their reaction with every Amazon unboxing, be it through dance or a simple smile. By capturing this entirely on video, and sharing and tagging this on TikTok, participants could enter a contest and stand to win a S$50 Amazon.sg eGift Card. Of course, the most creative expressions had a higher shot at rising to the top and snagging the Gift Card. In turn, this helped Amazon SG drive awareness for Amazon Prime Day and all the deals running between June 21 and 22 on its Singapore website, Amazon.sg.

As a clever way to trigger the challenge, Amazon SG also used a Branded Effect. Activated by a simple gesture, the Branded Effect was of an Amazon box opening, with the opened box framing the screen from bottom-up. For participants, all they had to do at this point was capture their unboxing expression and share it with the world.

To drive people to the #UnboxAmazonPrimeSG challenge, Amazon SG also worked with a series of TikTok creators to seed the first wave of official videos, with the added benefit of driving awareness through their followers. These official videos were then promoted throughout TikTok as TopView and One Day Max In-Feed Ads to ensure reach and visibility.

The Results

Amazon SG managed to excite Singapore with the prospect of discounted items on Amazon.sg for Amazon Prime Day. By combining the joy of unboxing with a clever Branded Effect that illustrated this interaction, Amazon SG's campaign exceeded expectations. The brand reached more than 909,000 people through its #UnboxAmazonPrimeSG Branded Hashtag Challenge, driving over 3.6 million total unique video views. Ultimately, more than 9,100 total videos were created for the challenge, demonstrating high awareness for Amazon Prime Day in Singapore.