Fuse is a named a finalist in the PR News’ Social Media Awards. The nomination is in the Instagram – Best Marketing Campaign category for the Amazon Prime Student #DoU Campaign. The category is awarded based on how brands used Instagram to reach customers and demonstrate ROI.
Fuse has worked with Prime Student for more than five years, and for the most recent back to school timeframe, created the #DoU campaign to show how Prime Student helps college students do more of what they care about, including expressing themselves and succeeding in college. The campaign was focused on generating awareness of Prime Student as well as showcasing exclusive deals and discounts for college students.
By launching this campaign in back to school season, Fuse and Amazon Prime Student could reach consumers just beginning their purchasing lifecycle; offering unique dorm room products that could create a comfortable new living space in an uncomfortable and unknown environment: college. Between Instagram in-feed posts and stories, Prime Student used their platform to teach college students how to thrive, rather than just survive.
Reports showed that 72% of Gen Z used Instagram, therefore Fuse ensured that the content promoted on the platform would be authentic to the college lifestyle that Gen Z individuals experience. In addition to the typical lifestyle posts, Fuse and Prime Student instituted weekly giveaways titled “Winsdays” to build awareness among the college student audience. By consistently giving their audience opportunities for free Prime products to try out, Fuse plays into the value of “wanting more for less” that many Gen Z individuals have due to their limited incomes as college students.
With Fuse’s new engagement strategy, Prime Student’s Instagram in-feed reach grew 96% to 1.5 million users and the account garnered 2.5 million impressions, an increase of over 127% compared to the previous quarter. Prime Student was thrilled to see a 64.7% growth in average commenting rates for their in-feed posts, as users were choosing to consistently tag friends and share how much they wanted the curated products. Fuse’s final reporting concluded that Prime Student’s average engagement rate for Instagram increased 80% between the first and last posts of Q3.
For Instagram Stories, Prime Student received 235,000 impressions, a 37.8% increase compared to Q2. Their average reach grew 29.3% to 5,200 users within the 24-hour time frame Stories allow for.
The winners will be announced at The Social Shake-Up Show on Wednesday, May 8 in Atlanta.