Amazon’s Money Can’t Buy Experiences

The Challenge

Amazon needed to drive Prime membership growth and brand love among 18 to 34 year old Belgians, in a market where it had only recently launched a dedicated local website. The campaign needed to generate genuine community participation and UGC at scale, while remaining true to Belgian culture rather than defaulting to a generic global approach.

The Strategy

Three of Belgium's leading creators were brought in to co-design exclusive, money-can't-buy experiences rooted in Belgian culture. The contest mechanic that unlocked access to these experiences was central to the UGC strategy, turning participation into content creation and ensuring that the community felt genuine ownership of the campaign rather than simply being spectators.

The Work

The live experiences attracted 1,400 attendees who created and shared content organically across Instagram, TikTok and YouTube. The contest mechanic drove over 12,000 participants, each generating touchpoints that extended the campaign's reach well beyond the paid creator content. The whole structure was designed to turn Prime membership into a cultural moment rather than a transactional decision.

Results

The campaign generated over 1,000 pieces of user-generated content, adding 4 million additional views to the campaign's total of 10.6 million. It drove 4,000 new Prime memberships and significant earned media value, with zero paid media spend.

The Judges' Verdict

"Inviting audiences into an event with influencers is a great way to generate UGC. A brilliant campaign whose results speak for themselves."