Amazon’s Money Can’t Buy Experiences

The Challenge

Amazon launched its dedicated Belgian website only in 2023, leaving it years behind a well-established local competitor in the minds of Belgian consumers. With awareness low and brand love lower still, the task was clear but far from simple: convince 18 to 34 year old Belgians not just to try Amazon, but to genuinely favour it, and to see Prime membership as something worth having.

The Strategy

Rather than defaulting to paid media or broad awareness advertising, BeInfluence took a sharply cultural approach. The insight was that Amazon needed to prove it understood Belgium, not just as a market, but as a place with its own identity, humour, and passions. Three of Belgium's leading creators were brought in not as amplifiers but as co-creators, each designing an exclusive, money-can't-buy experience rooted in something distinctly Belgian. Prime membership became the key to access, transforming a transactional product into a cultural badge.

The Work

The three creator-led experiences were built around each creator's world, giving fans the chance to participate through a contest mechanic that drove enormous organic engagement. Over 1,400 people attended the live experiences in person, while the content generated across Instagram, TikTok and YouTube reached well beyond the live audience. With zero paid media spend, every view, share and sign-up was earned through the quality of the idea and the authenticity of the creators involved.

Results

The campaign delivered 10.6 million views, exceeding the target by 3.5 times, alongside 12,000 contest participants, five times the goal. More than 1,000 pieces of user-generated content added a further 4 million views. The initiative drove over 4,000 new Prime memberships, generated significant earned media value, and produced measurable lifts in awareness, perceived value and purchase intent, all with zero media spend.

The Judges' Verdict

"Showing up as a large global brand in a hyper-local, culturally specific way is genuinely difficult, and this campaign did it with confidence and creativity."