Amazon Student partners with Fuse to develop college lifestyle content.
Amazon sought to use social media to increase membership in its Amazon Student program and grow its textbook sales and rentals business.
Fuse created a social media content strategy to engage college students. The content was tailored to Facebook, Instagram, Snapchat, Twitter and Tumblr and struck a balance between fun, lifestyle content and Amazon Student brand messaging. Metrics were analyzed weekly to identify the most engaging types of content and future posts were reshaped accordingly to produce the highest potential engagement.
The content in each of Amazon Student’s three social channels drove engagement beyond pre-set goals. Instagram went from 0 to 10,000 followers in less than one month, Twitter showed nearly 85% growth in its first month, and Facebook fans increased by over 40,000 in the first five months of execution.