Campaign to Increase Amazon Prime Subscriptions from Gen Z

The Task: Develop a cohesive marketing plan and strategy for Amazon Prime to increase subscriptions within its Gen Z target audience.

The Process: I first conducted secondary research into target audience demographics to determine overarching needs and behaviors. I then used Qualtrics to create a survey for our own primary research, which solely focused on Gen Z (ages 18 to 24). Our survey (n=50) highlighted a need for unique experiences and exclusive deals. Based on these insights, our idea was a yearlong experiential marketing campaign, that visited 6 popular universities nationwide via mobile pop-up events. To ensure feasibility, I created a detailed campaign timeline that outlined key events, locations, and unique marketing efforts. I underlined specific campaign objectives, KPI’s, and measurable benchmarks to ensure the campaign was realistic and profitable. Lastly, I helped translate data into valuable insights via graphs, images, and a Google Slides presentation.

The Result: Our findings were presented in a slide show and term paper where we received perfect scores.