Amazon’s campaign required navigating several unique challenges. First, both St-Jean and Prime Day demanded tight production timelines, meaning creators had to produce multi-format content quickly while also setting up Amazon storefront tools such as Idea Lists and deeplinks. This introduced a technical learning curve that required proactive onboarding and close guidance.

Second, the campaign had to balance cultural sensitivity with promotional messaging—particularly for St-Jean, where it was essential to highlight Amazon’s support of Quebec businesses while maintaining authenticity and avoiding backlash. Boosting content added visibility but also increased the likelihood of polarized reactions.

Third, content needed to perform across a range of creator tiers. The campaign blended micro, mid-tier, and macro creators, each requiring tailored guidance to maintain consistent quality, pacing, and conversions. Ensuring that all creators understood Amazon’s backend tools while producing short, fast-paced content that kept audience retention high was a key operational challenge.

Finally, success required a coordinated system that could manage analytics, track clicks, measure conversions, and compare performance across creator tiers while keeping the campaign agile.

Sundae Creative developed a two-phase influencer strategy designed to educate creators, streamline execution, and optimize performance across both cultural and commercial moments.

1. Early Creator Onboarding

To avoid last-minute complications, Sundae implemented briefing sessions and technical walkthroughs covering:

• Amazon storefront setup
  
• Idea List creation
  
• Deeplinks
  
• Best practices for content pacing
  

This ensured creators were fully prepared ahead of launch.

2. Localized Content Strategy for St-Jean

Quebec creators were encouraged to:

• Highlight Quebec-owned brands
  
• Share personal favourites rooted in culture
  
• Lean into community pride
  

This approach made content more meaningful and aligned with regional sentiment.

3. High-Visibility Content Wave for Prime Day

Creators spotlighted their favourite deals using curated Idea Lists and storytelling formats optimized for clicks, including:

• Short-form deal roundups
  
• GRWM-style product reveals
  
• Essential finds & unboxings
  

4. Tiered Creator Mix

Sundae blended:

• Mid-tier creators, who drove strong click-through rate and watch-time
  
• Micro creators, who delivered high engagement relative to audience size
  
• Macro/paid creators, who amplified reach
  

5. Real-Time Monitoring & Boosting Strategy

High-performing posts were identified and boosted to enhance overall visibility and click performance—driving thousands of additional impressions and saves.