We knew we had a significant challenge at hand when we were tasked with leading the launch of the merger between Amazon Studios and MGM to create Amazon MGM Studios— crafting the brand and social identity and building trust with current as well as new audiences.
We wanted to bring together Amazon Studios impact on narrative innovation and fresh perspectives in modern storytelling, while paying homage to MGM’s stored history by contextualizing our content to appeal to a younger audience while celebrating the legacy and cinematic excellence of the studio’s rich history—ensuring our content remains timeless and fresh while upholding the highest standards and audience focus.
Our goal was to immerse our community into everything Amazon MGM Studios by providing them a peek behind the curtain and giving them a level of access they couldn’t get anywhere else. We aimed to foster customer obsession, community and conversation across all legacy and upcoming film/TV productions by delivering an insider look into the behind-the-scenes of entertainment while offering a treasure trove of film knowledge, exclusive industry access to talent/filmmakers and all with unparalleled charm to top it off.
As Amazon MGM Studios continues to set the standard in film, it was key that we embraced our remarkable heritage while consistently infusing it with a contemporary lens, ensuring our history is always celebrated while continuously evolving and innovating.
We set out to redefine how entertainment brands show up on social media—not by following trends, but by setting them. With this rebranding, we pushed the creative boundaries of cinephile content across a variety of social channels, including—Instagram, Facebook, and X.
Strategies
- Established an Elevated Visual Identity: Developed a cohesive, unique and recognizable look and feel across all of social channels along with repeatable content formats further cementing us as leaders in the entertainment space.
- The Art of Standing Out: Our account showcases the signature elements that could only come from our studio, offering exclusive behind-the-scenes content that highlights our distinctive creative approach and unique storytelling perspective.
- Owning Our Past: We embraced our remarkable heritage while consistently infusing it with a fresh, contemporary context, ensuring our history never feels outdated.
- Fandom-First Approach: We ignited audience passion by curating content that leaned into humor, nostalgia, and culturally relevant moments, ensuring that every post resonated with cinephiles and casual fans alike.
- Star Power Center Stage: By showcasing talent front and center, we created buzz-worthy moments that elevated our campaigns and built excitement for upcoming titles.
Execution
- We developed a strong visual identity by creating a variety of content formats and elevated it with a new cinephile-aesthetic look and feel that we adopted across our myriad of titles. This helped distinguish our content from other studio pages and helped draw in new audiences.
- We utilized social listening to seek out opportunities to join culturally relevant trends and conversations by showcasing our POV on relevant topics—we helped to enhance the conversation, while creating discussions and reaching audiences beyond our followers. We took advantage of topical conversations while strengthening relationships with our fans, super fans, influencers and talent to drive awareness, engagement and maximize our community growth.
- We celebrated and capitalized on our talent’s star power by creating bespoke content pieces that you can’t access anywhere else and we got super fans excited to share on their own channels.
Our efforts definitely didn’t go unnoticed with successfully exceeding our 2024 Engagement Goal by 73%.
- Grew and cultivated our communities and established our pages as a cinephile hub.
- We served over 572M impressions with over 294M video views
- We generated over 11M engagements due to fan amplification and earned media
- Optimized CM Strategy by joining timely pop cultural trends and conversations contributing to engagements and earned media.
- Established a recognizable visual identity across all social channels further cementing us as leaders in the entertainment space.
Video for Amazon MGM Studios Social Retainer
