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Amazon Prime Video Canada ” I Am Celine Dion” Movie Premier

Client
Amazon Prime Video
Services

TL;DR

10,066,608 total impressions, 199 pieces of content, $0.01 Cost Per View (CPV) The mission was to generate buzz and increase visibility for the “I Am Celine Dion” documentary, motivating audiences to watch it on Prime Video. The strategy included pre-launch trailer reaction videos, special mailers (snacks, tissues, microphone), and a high-impact NYC premiere trip for macro influencers. This comprehensive approach resulted in over 10 million total impressions, a 2.12% engagement rate, and almost 200 pieces of content, positioning the film as a must-see event.

Amazon Prime Video Canada ” I Am Celine Dion” Movie Premier

Client

Amazon Prime Video

Services

TL;DR

10,066,608 total impressions, 199 pieces of content, $0.01 Cost Per View (CPV) The mission was to generate buzz and increase visibility for the “I Am Celine Dion” documentary, motivating audiences to watch it on Prime Video. The strategy included pre-launch trailer reaction videos, special mailers (snacks, tissues, microphone), and a high-impact NYC premiere trip for macro influencers. This comprehensive approach resulted in over 10 million total impressions, a 2.12% engagement rate, and almost 200 pieces of content, positioning the film as a must-see event.

Overview

The campaign objective was to generate buzz and increase visibility for the “I Am Celine Dion” documentary on Prime Video, motivating audiences to watch it. Sundae Creative developed a comprehensive, multi-phase strategy spanning both pre-launch and post-launch. This integrated approach ensured sustained excitement, positioning the emotional and raw essence of the documentary as a must-see event for audiences.

CHALLENGE

The challenge was generating authentic, emotional buzz for a deeply personal and raw documentary before its official launch, ensuring audiences felt motivated to watch it on Prime Video. This required a strategy capable of securing macro creators for a high-impact event (NYC Premiere) at no additional cost to the brand. The campaign also needed to overcome content fatigue and ensure sustained engagement by strategically spacing out trailer reactions and post-launch reviews to maximize total reach and visibility.

SOLUTION

The comprehensive solution included three high-impact tactics:

  • Pre-Launch Buzz: Contracted influencers produced trailer reaction videos, capturing the emotional essence of the documentary to build buzz.
  • Experiential Gifting: Special ‘I Am Celine Dion’ box mailers were sent to media and influencers, containing everything needed to watch (snacks, tissues, microphone), which was a “standout component” that generated significant organic content.
  • NYC Premiere Trip: A highly strategic trip was organized for macro influencers to attend the documentary’s premiere, securing organic content and maximizing awareness one week before the official launch. This tactic secured macro creators for the experience at no additional cost.

IMPLEMENTATION

Implementation focused on strategic content creation and event coordination:

  • Influencer Mailer: ‘I Am Celine Dion’ box mailers were sent to a select group of 50 media and influencers, generating 1,659,415 impressions and 59 pieces of content.
  • NYC Trip Coordination: Macro influencers were flown to New York City to attend the documentary’s premiere, resulting in an “influx of organic content.” This experience was key to maximizing awareness pre-launch.
  • Content Phases: The pre-launch phase utilized trailer reaction videos to build buzz, while the post-launch phase focused on film reaction and review videos to encourage viewing. The campaign successfully cast 72 total talents.
  • Key Learnings: Content posted on the same day performed better, highlighting the value of real-time content without approval delays.

RESULTS

The multi-phased campaign exceeded engagement and cost-efficiency metrics:

  • 10,066,608 Total Impressions
  • 199 Total Pieces of Content
  • 2.12% Engagement Rate (Overall)
  • $0.57 Cost Per Engagement (Overall)
  • $8.20 CPM (Overall) – A campaign win for being under $10.
  • The top-performing NYC talent achieved 1.25M impressions with a 3.00% engagement rate.
  • The paid content was highly cost-effective, achieving a $0.73 Cost Per Engagement and a $10.91 CPM. Audience sentiment was overwhelmingly positive, with viewers calling the film “absolutely AMAZING!!”