Amazon Prime Video × AYMI

Prime Video's title-level marketing is uniquely complex: the underlying subscription is bundled within Prime, but title performance still needs to drive incremental sign-ups, retain at-risk subs, and feed the ad-supported viewing pipeline.

AYMI was brought in to rebuild a marketing motion that treats each tentpole release as a subscription-conversion event — not just a title launch.

Five movements: Discovery, Strategy, Creative, Launch, Optimize. Each one feeds the next; the loop closes on Optimize and starts again on Discovery.

1. Step 01Discovery

   Audience segmentation revealed that Prime Video's highest-LTV subscribers came from title-led conversions tied to franchise IP, not from generic Prime sign-ups. Trial users acquired via ad-tier-first journeys churned at materially higher rates. The implication: title-led acquisition should be the front door, and the ad tier should be retention infrastructure.

2. Step 02Strategy

   A title-as-acquisition-event framework: each tentpole launch became a self-contained acquisition flight with a custom audience model, creative pod, and conversion goal. Pricing, packaging, and trial-length tests ran paired with the creative flight to maximize trial-to-paid conversion at the title-launch peak.

3. Step 03Creative

   Trailer-led but performance-engineered. Each tentpole got a system scaling from full-length anthem trailer down to six-second hook variants, each cut to a psychographic cohort from Discovery. Performance creative won on conversion, brand creative won on completion rate — the optimal mix was templated per title type.

4. Step 04Launch

   Cross-platform activation across Meta, TikTok, YouTube, programmatic CTV, and Amazon's own DSP. CTV ran in extended-cut formats; social ran in mobile-native 9:16. Lifecycle email and in-Prime placements ran in lockstep against the same audience pods.

5. Step 05Optimize

   Continuous title-by-title learn-and-redirect. The trial-length test surfaced a middle-length trial as optimal for trial-to-paid — longer than the standard, shorter than the costly maximum. The audience-pod model freed spend from generic Prime broadcast into title-led performance flights, raising subscriber value at the cohort level.

More title-flight trials converted to paid subscriptions. Title engagement — completion plus repeat viewing — deepened, and subscribers who came in through a title proved more valuable over time than the broad-acquisition cohort.

The framework now runs as the operating template for tentpole releases.