Amazon Prime Video

Amazon Prime Video: The Test

Industry

Video Streaming / Entertainment

What we did for them?

Amazon Prime Video appointed Hello Social to develop and execute an integrated social campaign to build awareness around its much anticipated documentary series, The Test.

Amazon’s first major Australian original, The Test follows the rollercoaster 16 months, tracing the team’s dramatic journey from disgrace in South Africa to retaining the Ashes in September 2019. It’s the ultimate comeback story; with never-been-seen comradery, tensions and hard work within the team under new management, all the while under immense global scrutiny.

Following its launch on March 12 to much acclaim, Amazon reported 75% of new Prime Video customers in Australia were watching The Test.

With exclusive access to 16 international players including Test team captain Tim Paine, Steve Smith, Marnus Labuschagne, Nathan Lyon and Pat Cummins, plus coach Justin Langer, our Hello Social production team captured over 25 hours of video footage and photography to build into a 6-month national outreach campaign.

Our complementary social content has supported awareness of the show, the hero talent and Prime Video itself through an integrated and multifaceted social strategy across Facebook, Instagram, Twitter and YouTube showcasing teasers, competitions and player insights.

By the time of launch, the show gained over 10,000 followers on Instagram and an additional 9,000 on Facebook.

The campaign also included influencer and celebrity collaborations to increase awareness of The Test and emphasise the point that this documentary isn’t just for cricket fans; it is for everyone who loves indulging in true human stories.

For the Premiere event at Sydney Cricket Ground on March 10, we sourced talent to host the screening for 600 VIPs and media and, in addition, ran the live event coverage on social. We created real-time interactive content with key players and celebrities on the blue carpet and during the event. The most engaging outputs included Instagram Live, branded moments, on-screen autographs and post-screening reviews.