Amazon Prime Video
Four More Shots Please S2
#ShotsOfFriendship
- Year
- 2020
- Role
- Strategy Lead — pitch, campaign concept, delivery
- Capabilities
- Entertainment Marketing / Audience Strategy / Content
01 — The Challenge
During the 2020 lockdown, streaming subscriptions surged — and so did the clutter. Amazon Prime Video needed the second season of Four More Shots Please to stay relevant beyond launch weekend.
02 — The Insight
The show is about friendships that go beyond routine. Its audience was suddenly locked away from exactly those friends — and missing them publicly.
Every person unable to meet a friend became a character; the lockdown became the plot. The show's emotional core and the moment lined up.
03 — The Strategic Move
Pitch a female-skewing platform to a female-led show ahead of launch, then build the campaign around the audience's own stories rather than the show's promotional assets.
04 — The Idea
#ShotsOfFriendship. Phase one married the show's fashion-forward looks with popular content categories in a native article on recreating each character's style. Phase two invited users to share their own friendship stories — text, pictures and video — via a 10-day contest amplified by influencers, insiders and ad units.
05 — The impact
- 9.3M
- Total campaign impressions
- 180%
- Of target user stories
- 100K+
- Unique page views in 10 days
- 4.5%
- Facebook engagement (vs. 0.5–1% avg)
147% of promised KPIs overall. Influencer posts: 600K+ impressions at 5% engagement (Juhi Godambe) and 300K+ at 6% (Riya Singh).
06 — My Role
I led the pitch to Amazon Prime Video, developed the two-phase campaign structure and idea, selected influencer partners and led delivery. I also authored the published case study.
Content production, community management and influencer execution were delivered by the wider team.
07 — How it came to life
- Execution
- Two phases: awareness, then engagement and UGC, over a 10-day contest window.
- Channels
- Platform web and app, Facebook, Instagram, influencer channels, native ad units.
- Partnerships
- Amazon Prime Video; influencers Juhi Godambe and Riya Singh; platform insiders.
- Content
- A native style article per character; a contest article; user stories in text, photo and video.
- Experience
- Users could enter on-platform or on their own Instagram, which is where the most heartfelt entries appeared.
08 — Why it mattered
Entertainment marketing works when the campaign gives people a way to feel what the show is about. Timing plus relatability turned a season launch into thousands of genuine, brand-tagged stories.
Published breakdown — Medium
How We Unlocked User Stories During A Lockdown For Amazon Prime Video's Four More Shots Please… ↗
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