Amazon Music | HD
Amazon Music introduced a new “HD” streaming tier allowing fans to listen to over 60 Millions songs in the highest quality streaming audio. Well behind their competitors in market share and brand awareness, Amazon Music needed content franchises and social ideas that set their product a part.
Idea:
A series of films that feature an artist breaking down the incredible detail that goes into one of their songs — the intricacies that listeners may never hear in standard definition. Each film highlights the importance of what can only be heard with Amazon’s HD streaming service.
Video completion rate is 87% higher than the others.
X drives the highest completion and engagement rates.
Has the most comments and most positive comments showing her resonance with the primary audiences of Music Streamers and Audio Enthusiasts.
Results
17.7M
2.9M
94.2K
Impressions
Video Views
Engagements
Highest completion rate on Facebook.
X and YouTube deliver the best video view rates.
Audio enthusiasts are the top performing audience compared to Amazon Music fans.
Results
30.4M
4.2M
96.5K
Impressions
Video Views
Engagements
Lowest cost per 1000 impressions of all three.
Accounts for over 50% of total campaign video views, engagements, and link clicks.
Highest completion rate on YouTube.
Results
52M
7.7M
197K
Impressions
Video Views
Engagements
TOTAL
8.9M+
31M+
1.3M+
Impressions
Unique Reach
Video Views
Agency - Laundry Service
CD - Nathan Mallon, Chris Kitahara
Motion Designer - Spencer Wainacht
CW - Newton Stern, Marcus Blackwell
Designers - Kevin Carter, Kristy Lawrence
TOTAL
34.7M+
1.3M+
Impressions
Engagements
Campaign was memorable for target audience. Branding in headline copy was key driver for Ad Awareness Lift. Branding in top performed well.
Results indicate the brand’s messaging performed best on Reddit and aligned with the audience based on ad recall study questions.