THE WORK
OFF CAMPUS S1
(Prime Video)
Delivering over 13 million engagements across Facebook, Instagram, Tiktok and Youtube over the course of two months is no easy feat. It takes a deep understanding of fandom behaviour and social audiences across different social ecosystems.
Building a new fandom is hard, maintaining their interest at the speed of social is harder - and the engagement speaks for itself.
Off Campus already had a passionate pre-existing book audience, but the social challenge was to convert anticipation into a broader fandom and maintain interest over the course of the total campaign and beyond…
Hello Season 2!
The CHALLENGE
Fans were already invested in the characters and the storyline, they just wanted proof that the show was as good as the source material. If we could show that, we could capitalise on organic word of mouth - we just needed to ensure that our social content resonated and was shareable.
The Opportunity
Research the source material and become one with booktok. Which characters were their faves? What moments were they anticipating the most?
These weren’t spoilers or cliffhangers - these were moments of tension, chemistry and emotional pay off.
These were the scenes that would do the legwork during the launch phase and ensure booktok fans would share our content organically and build trust and conversation.
What show-only moments set the tv series apart from the book? What became celebrated once the show went live?
Our team participated in the conversation in real time, leveraging assets that spoke directly to emerging fandom discourse and doubling down on the moments audiences cared about most.
The strategy
BUILDING A HIGH PERFORMING SOCIAL OPERATION
Prime Video AUNZ markets many of the same shows and movies as global Prime Video accounts, but needs to earn attention through a distinctly local, platform-native editorial voice.
With ambitious KPIs and a high-volume content calendar, how do we maintain quality and move at the speed of social?
The CHALLENGE
We give the account a personality.
By leaning into local culture, fandom behaviour and our distinctly irreverent sense of humour, we create a social presence that feels less like a streaming service and more like the funniest person in the group chat.
The opportunity isn’t just to promote the Prime Video offering. It’s to make Prime Video AUNZ a destination audiences want to follow, even when they aren’t actively looking for something to watch.
The Opportunity
Know what we’re marketing back to front, and then find the funniest, most shareable or most culturally relevant way in and then tailor it to the platform.
We use audience behaviour, fandom conversation and performance data to decide which characters, moments and formats have the strongest chance of cutting through. Rather than relying on global campaign assets alone, we create editorialised content that feels native to each platform.
Humour became the thread that ties it all together. It gives the account a recognisable voice, helps us participate in entertainment culture rather than simply market into it, and makes audiences feel like Prime Video AUNZ is in on the joke with them.
Clear platform roles, regular performance reviews, repeatable and trusted workflows, and an agile content calendar means we can move quickly, react to what audiences care about and keep turning one strong result into the next creative decision.
Standard workflows include:
standardised campaign templates to allow producers to pick up, put down or hand over any Prime campaign as priorities shift.
daily quality assurance checks to ensure every asset receives a final review before publishing.
clear approval pathways and editorial leadership oversight on all content to maintain a consistent standard across the account.
weekly performance reports examines why content did or didn’t work, turning those learnings into practical improvements for future activity.
The strategy
EXPANDING COMMERCIAL SCOPE
Prime Video AUNZ offers additional channel subscriptions from competitor streaming services including HBO Max, Paramount+ and Apple TV+.
But the existing approach to marketing their offering wasn’t working. Provided materials were promotional rather than platform-first, and consistently underperformed against our editorial content.
We needed a different way of doing things.
The CHALLENGE
Our high-quality, platform-first output had already been noticed in market… including by the competitor streaming services available through Prime Video Channels.
HBO Max became the first channel partner to take us up on the opportunity, awarding our team additional scope and budget to create dedicated editorial content for its titles.
We used performance data to demonstrate that our editorial approach consistently outperformed the promotional assets being supplied, then pushed for the opportunity to apply that thinking directly to the HBO Max catalogue.
By proving the value of our approach before asking for greater investment, we turned strong social performance into trust, and that trust into measurable commercial growth.
The Opportunity
Apply the same platform-first editorial approach driving Prime Video AUNZ’s performance to the HBO Max catalogue, all while respecting its distinct titles, and fandoms.
We immersed ourselves in the catalogue, audience conversation and existing fandom behaviour to identify the characters, moments and cultural entry points most likely to cut through. Rather than relying on supplied promotional assets, we created editorialised content built specifically for how audiences use each platform.
The work was supported by the same trusted systems behind the broader Prime Video account: clear campaign planning, editorial leadership oversight, consistent quality assurance and weekly performance analysis.
This allowed us to maintain the quality that had won the additional investment, respond to audience behaviour in real time and continually refine the HBO Max offering based on what audiences actually cared about.
The strategy
