Case Study: Unstoppable Women for Amazon Prime

May 14, 2018 | Share this article

Initiative was given the task of re-positioning Amazon Prime Video as a go-to TV destination for Millennial women, Initiative and Reprise worked together to create a 360° partnership that tapped into bespoke custom content, influencer advocacy, social, and a one-night-only comedy show. Working with partners Tribe and Refinery29, they led a truly integrated campaign that placed the content experience front and centre.


For International Women’s Day, Amazon Prime Video created “Unstoppable Women” a campaign that came together with multiple influencers and content partners. Working with micro-influencer platform, Tribe, we created hundreds of social posts related to the shows that empower women. Influential publisher Refinery29 hosted a one night only comedy takeover event at Bethnal Green’s Working (WO)Men’s Club – get it?!

The campaign was wildly successful, with the actual event selling out within 24 hours! Overall we managed to reach 17.5M people, creating 210k organic social engagements and a 99% positive audience sentiment!

Follow the links below to find out more!