Amazon Prime Photos


Amazon Prime launches the largest Instagram campaign to date and drives awareness using Heartbeat.


Create an awareness campaign for the new PrimePhotos service among millennial moms during the holiday season, driving excitement and product adoption.


Heartbeat reached out to the entire ambassador network to create awareness, and engaged 7,000 moms in the target demographic to post about how they would use PrimePhotos to capture special moments with their families. The ambassadors were asked to include specific hashtags and share family-relevant content including their own children.


Amazon successfully promoted their new PrimePhotos products and established a new level of engagement with their audience in a short period of time. 

Never before had so many moms posted about a new product and shared it, creating huge momentum around the launch and Amazon in general during its important holiday season.

 The campaign was considered a huge success and is currently the largest campaign ever done on Instagram by number of posts.


Total Reach


Total Posts


Engagement Rate

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Unlimited photo storage with @amazon keep your precious moments safe 😍.