Now it’s Prime time, creating ads people can’t resist.

Last year, Amazon Prime Video entered the Dutch market, where competitors like Netflix and the smaller Dutch variant Videoland were already established.

Amazon Prime Video’s main goal was to gain increased awareness amongst Dutch film/TV fans for their variety of originals and exclusives. On YouTube, this meant increasing brand awareness, content discovery and to grow a loyal fanbase that engages with and actively follows Amazon Prime Video’s YouTube channel. Key metrics were views, watch time, engagements and subscribers.

The strategy of Team5pm was straightforward: we researched the relevant subcultures, to make sure we communicated with them in the right way. By indulging in their culture and speaking their language we would create a loyal fan base consisting of true Prime Video lovers.

During the process of establishing the YouTube channel, we optimized Amazon’s distribution strategy across external websites to drive conversation. The key to success, however, was our tailor-made advertising strategy which focused on distributing organic content and serving them as ads among specific audiences.

These ads weren’t your usual shortened videos or typical commercials. They were long-form specially edited memes run as ads, which led to a tremendous growth in the channel’s popularity. The viewers weren’t used to seeing these kinds of ads, but they absolutely loved it.

People couldn’t get enough: a total watch time of over 2 million hours and more than 700,000 engagements. Amazon didn’t just enter the market, they owned it.