We rewrote the rulebook for influencer-led branded content with Brain on Prime, a first-of-its-kind creative platform featuring an original multi-language brand track and music video. Tasked with helping Prime Video drive 18-34-year-old consumer preference over bigger-spending competitors like Netflix—without paid media—we set out to prove how the entertainment we love shapes who we are. Knowing people tune out branded content in 0.2 seconds, we tapped into the social power of viral music, launching a hero video starring 7 influencers and our unforgettable Brain on Prime song. Then, we let the creators cook with spin-off content that brought their unique personality and passion to the story: dances, raps, a murder mystery... we even somehow saved a kennel. The content caught fire, making Brain on Prime Prime Video’s most impactful organic influencer campaign ever: 14 million video views 1 million engagements 98% positive sentiment 784% more organic engagements than benchmarks Brain on Prime didn’t just showcase great entertainment—it pushed the boundaries of branded content, making sure audiences truly heard and felt it.
