Uncovering Amazon's Methodology for Delivering Desired Branded Content Videos
Brands have been in the content creation game for ages, but today's audiences are harder to captivate. People adore a good yarn but swear off anything that smacks of intrusion. That's why Amazon has taken a fresh approach to branded content – seamlessly integrating themselves into the narrative while creating content viewers crave.
Amazon's Charisma in Action
Recently, Amazon has rolled out a selection of original shows that embody this method. Two examples are Celebrity Substitute, a YouTube series featuring stars embarking on the challenges of substitute teaching, and Boy Room, a TikTok sensation turning bedrooms into dream sanctuaries. Amazon is unapologetic about the branded nature of its content – instead, it shows off its strengths in a manner that propels the story forward.
As Claudine Cheever, VP of Global Brand and Marketing for Amazon, puts it, "We have to earn the right to be in the story." Her plan? "The brand should show up in a way that fits naturally and adds value to the experience." And, as Cheever points out, this is just the start. "We've now got a few shows out there and more in the works."
Celebrity Substitute: Amazon's Wish List on the Playing Field
Celebrity Substitute reimagines traditional celebrity appearances. Hosted by Julian Shapiro-Barnum, the brains behind Recess Therapy, the show puts stars like soccer pros Ali Krieger and Midge Purce, pop star Camila Cabello, and actors Andrew Garfield and Florence Pugh through their paces in New York City public schools as substitute teachers for a day.
In one episode, Tony, Grammy, and Emmy-winning star Cynthia Erivo of Wicked fame ventured into PS 11 in Clinton Hill, Brooklyn. Faced with a room full of second graders eager to learn about storytelling, Erivo faced a different challenge.
"Why is storytelling important?" Erivo asked.
A hand shot up, and a child answered, "I love storytelling because it's a way we can get other people to know us, and it's a way for us to get to know other people."
By the end of the episode, Amazon's role became clear. The brand didn't just deliver a memorable experience for the kids; it supplied the tools the school needed to inspire future storytellers. Gym equipment, laptops, art supplies, and more – all from the school's Amazon wish list – helped turn a riveting classroom visit into something truly impactful.
Boy Room: A TikTok Sensation with Heart
While Celebrity Substitute hones in on schools and classrooms, Boy Room explores the messy bedrooms of young men in New York City. Initially created by production company Gymnasium, the TikTok series began with comedian Rachel Coster providing humorous tours of cluttered bedrooms. With Amazon's collaboration in its second season, the creators added a fan-favorite feature: a jaw-dropping transformation.
"And thanks to Amazon's ability to deliver exactly what the boys want, these shows aren't just about cleaning up – they're about creating spaces that feel personal and useful," says Amy Powell, Amazon's Head of Entertainment Marketing.
Whether the boys are into music, gaming, or rock climbing, each room is revamped to reflect their passions. Fans adore the makeovers. "First time I'm happy to see the paid partnership thing on a video," one viewer shared. Another added, "The only long ads I don't skip, lmao."
Real-time Learning, Adapting, and Listening
One of the major insights from Amazon's approach is that creating content on YouTube and TikTok allows for real-time adjustments based on audience feedback. Unlike traditional TV, where shows are locked in months before release, these platforms provide an opportunity for testing, learning, and instant improvements.
"We can shoot something, test it with an audience, see what works, and then make adjustments," Powell explains. "In this world, it's about listening to the audience instead of assuming we know better. The audience tells us what they want if we're paying attention."
"It's been such a great experience building this approach with the team. Claudine is the type of leader who encourages big swings and believes in a test and learn philosophy"
This approach has led to minor but meaningful improvements. For Celebrity Substitute, the team discovered that showing the items from each school's wish list being unveiled in the classroom as polished surprises missed the excitement of watching kids open Amazon packages. By including this moment, the episodes became more engaging.
With Boy Room, audience feedback shaped the series' evolution. Initially, the show focused solely on the dismaying "before." However, viewers wanted to see the actual transformation – perfect for TikTok's immediate impact.
Amazon demonstrates that marketing doesn't have to feel disruptive. Utilizing their strong suit - delivering precisely what's desired - they've crafted shows that amuse while seamlessly incorporating their brand into the narrative.
From unboxing frenzies in Celebrity Swap to drastic transformations in Man's Den, Amazon elevates the viewing experience in a manner only it can. This innovative strategy reveals how brands can engage audiences by providing genuine value to the plot instead of relying on 30-second commercials.
As Cheever puts it, "These shows aren't just moments of happiness; they're a peek into how brands can connect with audiences in substantial, enduring ways."
In the realm of Amazon's original shows, Cynthia Erivo, a celebrated star known for her role in Wicked, participated in Celebrity Substitute. During her time as a substitute teacher, she emphasized the importance of storytelling to a class of excited second graders.
Furthermore, Boy Room, a TikTok sensation, showcases the transformation of young men's bedrooms, with Amazon's assistance in delivering the desired items. Viewers highly appreciate this integration of branded content, often commenting positively about the partnerships in the videos.
