Prime Spotlight
Project Overview
Prime Spotlight is a spec go-to-market concept for Amazon Prime Video that positions the platform as a cultural curator, not a catalogue. It introduces a weekly Spotlight drop that packages what to watch into a clear point of view, pairing each title with a “why this, why now” story so discovery feels confident, timely, and shareable. The idea is built to launch like a product, build a recognisable editorial identity, and create a repeatable viewing habit that compounds attention week after week.
The Work
• I defined the core challenge as cultural relevance at the moment of choice, because audiences do not need more titles; they need a trusted signal for what matters right now.
• I built a curator-led narrative for Prime Video that treats titles like conversation starters, giving the brand a consistent voice that can travel across formats and markets.
• I designed Prime Spotlight as a weekly editorial franchise with a clear structure, including a Spotlight theme, a hero title, supporting picks, and a short story framework that explains why each pick is worth time.
• I created a launch arc that treats Spotlight as a product release, using pre-launch teasing, a launch-week “event” moment, and weekly drops that keep the concept alive beyond a single burst.
• I developed a modular creative system that can refresh weekly without losing identity, including key art templates, short trailers, creator-style cuts, and editorial copy that feels human, not corporate.
• I mapped the end-to-end conversion journey so curation turns into action quickly, with consistent pathways from social to Spotlight landing, from landing to title, and from title to watchlist or watch now.
• I built a channel plan that matches attention and intent, using social formats for conversation and sharing, premium placements for legitimacy, and in-app surfaces to convert interest into starts.
• I defined measurement around behaviours that indicate cultural pull and retention, including Spotlight entry, title page visits, starts, completion, watchlist adds, repeat viewing, and trial conversion.
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Impact
• A curator-led package reduces browsing fatigue and increases confident choice, targeting a 15–25% lift in Spotlight-driven title page visits and a 10–18% lift in starts for Spotlight titles versus standard promotion.
• Launch effectiveness shows up in membership action, targeting a 4–7% lift in free trials and a 2–4% lift in paid conversions during the launch window, where Prime Video is a key membership driver.
• Weekly drops build a habit loop rather than one-time spikes, targeting a 12–20% lift in weekly active viewers among audiences exposed to Spotlight surfaces versus a control cohort.
• Clearer expectation-setting improves satisfaction, targeting a 6–10% lift in completion rate for Spotlight titles by reducing mismatch and making the value proposition legible upfront.
• Cultural conversation increases distribution, targeting a 20–35% higher share rate for Spotlight clips compared with standard title posts, alongside a measurable lift in search interest during each Spotlight window.
• In-app intent strengthens through repeatable curation cues, targeting a 10–15% lift in add-to-watchlist and return-to-continue actions for Spotlight titles.
Enhancements
• Personalised Spotlights could deepen the curator role by matching picks to mood, time of day, and viewing history, so the weekly drop feels selected for the viewer, not broadcast.
• Creator and partner Spotlights could extend cultural credibility and earned distribution, with trusted voices curating picks that travel beyond brand-owned channels.
• The editorial identity could become more “franchise-like” through recurring segments, such as Spotlight Debut, Spotlight Rewatch, Spotlight Under 100 Minutes, and Spotlight After Work, building recognition and anticipation.
• Operational scale could be supported with a weekly production playbook and localisation kit so Spotlight stays consistent across markets while remaining culturally specific.
Related Work
A curated selection of projects that highlight my approach, creative thinking, and the outcomes delivered across different projects.
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