The Challenge
Grocery brands have historically shown up on social as transactional utilities—focused on promotions, products, and weekly deals. While Amazon Fresh offered convenience, affordability, and quality, its social presence lacked a distinct voice, ownable creative identity, and cultural relevance.
Our challenge was to evolve Amazon Fresh from a brand that simply communicated offers into one that could participate in culture, build community, and create content people actively wanted to engage with.
The goal wasn't just more content. It was to transform how Amazon Fresh showed up on social.
The Insight
Consumers don't just want grocery stores to sell them products. They want brands that understand their lives.
Food is emotional. It's comfort, connection, discovery, self-expression, and routine. Yet most grocery brands were still communicating functionally while culture continued moving at internet speed.
We identified an opportunity to position Amazon Fresh as a grocery brand that was not only useful, but unexpectedly entertaining, relatable, and culturally fluent.
Our social purpose became simple: Not just what you need. What you didn't expect.
The Strategy
To make Amazon Fresh feel less like a retailer and more like a creator, we built an entirely new social ecosystem designed around four pillars: Entertainment, Ease, Discovery, and Nourishment. These pillars helped us balance utility-driven content with storytelling, humor, trends, seasonal moments, and community participation. At the same time, we transformed how content was produced, creating a scalable system capable of reacting to culture in real time.
The Work
In 2025, we launched three new production workstreams that fundamentally changed the content model for Amazon Fresh.
In-House Creator Program
Created platform-native content tailored for TikTok, Instagram Reels, and carousels
Enabled rapid response to cultural moments and emerging trends
Established a more authentic and recognizable brand voice
Social-First Campaign Production
Developed original seasonal campaigns and mini-productions
Created distinctive storytelling moments that balanced sales messaging with entertainment
Expanded opportunities for partnerships and paid amplification
Creator Studio Partnerships
Introduced a diverse creator ecosystem
Expanded content variety and audience reach
Increased authenticity through social-native storytelling
Together, these initiatives transformed a feed previously dependent on user-generated content into one built around original, ownable creative.
Creating Culture-First Content
We established a repeatable framework for identifying trends early and responding with content designed specifically for social behavior.
Highlights included:
Seasonal campaign takeovers like Fresh at Night, a Halloween content series that outperformed platform benchmarks across every post.
Trend-driven reactive content that became some of Amazon Fresh's most viewed TikToks of all time.
Original content formats such as Your Food is Talking, Midday Bevvy, Trending Recipes, and A+ Reviews, creating recognizable and repeatable series audiences could anticipate.
Transforming Community Management
We evolved community management from a reactive support function into an active cultural participation strategy.
By systemizing outbound engagement and identifying relevant conversations across social platforms, Amazon Fresh became a visible participant in internet culture rather than simply responding within its own channels.
The result was record-setting engagement, including:
2,234% increase in outbound engagement
23 comments generating more than 1,000 engagements
A single comment generating over 161,000 engagements, becoming the most engaging Amazon Fresh comment ever recorded.
Building an Integrated Creator Ecosystem
Rather than relying on traditional influencer campaigns, we developed a reactive influencer model built around cultural momentum. The team identified creators already generating traction, partnered with them quickly, and adapted existing social behaviors into branded content. This approach expanded Amazon Fresh into new creator categories including food trends, recipes, couples humor, social-first storytelling and lifestyle creators. In October alone, influencer partnerships generated more than 12 million organic impressions through viral creator content.
Creating a Data-Driven Creative System
To support continuous optimization, we developed Amazon Fresh's first integrated performance dashboard. The dashboard unified organic social, paid media, influencer performance, creative tagging, KPI tracking into a single reporting ecosystem that enabled faster decision-making and deeper creative insights.
Results
Social Transformation
Expanded production from a largely UGC-driven approach into a multi-stream content ecosystem producing approximately 20 posts per month.
Delivered 121 organic assets and more than 93 paid assets.
Partnered with 32 creators generating 7.8 million influencer impressions.
Performance Highlights
+3,385% above median TikTok views on top-performing content.
+3,265% above benchmark TikTok engagement during seasonal campaigns.
+1,054% increase in average Instagram views for flagship collaboration content.
10.4 million paid impressions and 3.1 million paid reach through boosted content initiatives.
The program evolved from a traditional social media engagement into a fully integrated content ecosystem spanning strategy, creative, production, influencer marketing, community management, paid media, and analytics.
By combining cultural relevance with operational rigor, Amazon Fresh transformed from a grocery brand participating on social to a social-first brand building meaningful engagement with shoppers every day.