For Amazon Prime Big Deal Days 2025, Newell Brands set out to transform influencer marketing from a moment of inspiration into a seamless, shoppable experience. By leveraging household names—from the creative precision of Sharpie and Paper Mate to the essential reliability of Rubbermaid and Graco—we aimed to bridge the gap between real-world brand engagement and digital commerce at scale.
The core idea was simple but ambitious: collapse the distance between physical experience, social storytelling, and online purchase. Historically, influencer events generate awareness; a creator might showcase a Calphalon cookware set or a Coleman cooler, but too often that momentum stops on social feeds. Our objective was to design an influencer activation that didn’t just create content, but moved consumers directly from discovery to checkout within Amazon’s high‑intent shopping environment.
Specifically, we aimed to:
By integrating an IRL innovation showcase with Amazon storefronts, product detail pages, and a pilot of Amazon’s Social Overlay ad format, Newell sought to prove that influencer content could function as both brand storytelling and a performance retail lever—all within one connected system.
To bring this vision to life, Newell Brands designed an activation that was physical by design and digital by default—ensuring every real‑world moment had a clear path to social amplification and commerce.
The strategy began with a pan‑Newell Influencer Innovation Showcase hosted at Newell’s world‑class Customer Experience Center in Hoboken, overlooking the Manhattan skyline. More than 100 influencers were invited into an immersive environment where products weren’t staged—they were experienced in context through interactive brand vignettes, live demos, and curated gifting moments. Every touchpoint was intentionally built to inspire natural, creator‑led storytelling rather than scripted promotion.
The event itself became a content engine. Influencers posted in real time, generating immediate social buzz, while also capturing evergreen video designed to live well beyond the event window. QR‑enabled displays and guided brand journeys ensured creators understood product benefits and Amazon availability, making it easy to translate experience into shoppable content.
What made this activation unique was how the content traveled next.
Rather than stopping at organic and paid social, high‑performing influencer videos were extended directly into Amazon’s ecosystem. Creator content drove traffic to a Pan‑Newell Amazon storefront and individual product detail pages via attribution links, collapsing the traditional gap between inspiration and transaction.
As a test‑and‑learn pilot, select influencer assets were also deployed through Amazon’s Social Overlay ad format, allowing influencer‑voiced, real‑life product stories to appear natively within Amazon’s shopping environment. This marked a critical convergence point—where social storytelling lived inside the retail experience itself.
Execution required close cross‑functional collaboration across Sales, Brand, R&D, Media, Creative, and Amazon teams. Challenges included aligning product availability and promotions across multiple brands and categories, as well as adapting influencer content for a new Amazon ad format. Early alignment, on‑site preparation, and agile creative optimization allowed the team to overcome these hurdles and deliver a seamless, scalable program.
The campaign successfully met—and exceeded—its objectives, demonstrating the power of uniting physical experience with social commerce.
The influencer showcase welcomed 109 attendees (+45% vs. goal) and generated 470+ pieces of content, with 52% of attendees posting during the event and 36% posting again during Prime Big Deal Days—extending momentum well beyond the IRL experience.
Across organic and paid social, the program delivered:
Critically, influencer content drove meaningful retail impact. Amazon attribution links generated 43,200 deep page views and tens of thousands of dollars in directly attributable sales, while influencer‑promoted ASINs saw glance views rise +13% vs. the four weeks prior, signaling increased rank and relevancy.
The Amazon Social Overlay pilot delivered an 88% video completion rate, outperforming forecast and FY ’25 Newell benchmarks. Influencer‑voiced, real‑life use cases consistently outperformed traditional product‑first creative, validating the role of creators not just as storytellers—but as drivers of commerce.
Together, the results proved that when influencer experiences are designed for both physical engagement and digital conversion, social media can move seamlessly from experience to checkout.
