Amazon Community Marketing by Convosight Case Study
for Brands

Amazon needs no introduction. Everyone knows them as the world’s biggest online shop. Being the leader it is, Amazon has kept evolving with the currents of the technology world and has kept the core intent of helping simplify online shopping for its millions of users.

In India too, Amazon has become the preferred shopping 🛍️ destination, via its USPs listed below:

  • Wide collection of products, attractive bank offers and easy tracking and return
  • Dedicated Customer Support and proactive problem solving
  • Cater to unique demands of Indian consumers

One of the key drivers for amazon’s growth has been the Voice of Consumers, in the form of Reviews & Ratings. Amazon reviews has become a key driver of purchase consideration for consumers, as it aims at providing recommendations as well as watchouts from those that have already experienced the product.

Amazon’s Objectives

The amazon shopping experience creates massive stickiness. However, the challenge for the brand remains twofold:

  • How to get consumers who still prefer retail shopping to consider e-com, and esp. amazon as a destination
  • How to drive preference for amazon for consumers who shop on other online platforms

To that end, amazon wanted to take the route of driving positive word of mouth 👍 in online forums by getting loyal amazon users to talk about & share their experiences as amazon customers, and recommend the platform to their peers as well.

With Facebook Communities being the largest conversation forum in India (& the world), amazon explored partnering with Convosight to drive meaningful conversations around its plethora of services & shopping benefits.

Our Approach

We started with observing online shopping conversation insights & concluded:

  • Amazon had the largest share of voice within online shopping portals
  • However, the conversations were around product links and discounts, with no meaningful reasons to choose amazon

We defined the goal of the campaign to focus on creating category conversations around the benefits of online shopping and then showcase the efficacy of Amazon with user-based reviews ⭐ and testimonials.

To achieve this, we selected the most relevant 109 Communities around Lifestyle and shopping related themes with over 3.3M Members.

Campaign Structure


Our Strategy

We planned a single phased campaign focused on driving conversations around the benefits & adoption experiences around online shopping 🛍, and advocating amazon as the go-to platform via sharing real member experiences. These experiences were around different product categories & situations that led them to trust amazon as their preferred shopping destination.

Through these off-platform “reviews”, the intent was to create a wave of testimonials that would serve to highlight all the RTBs that amazon wanted to establish in its consumers’ minds.

This was achieved by Community Admins sharing their own personal experiences with videos and photos and encouraging their group members to do the same. As members started participating with their own stories via User Generated Content (UGCs), they added to the excitement by weaving in content themes around the most relatable aspects.

While the theme of the content was consistent across all the communities, the unique experiences & testimonials of thousands of members brought their own personalities and style to each of their posts.

Solution types

Static Posts

Carousel Images

Videos of usage

Testimonial Posts

Results 📈

Brand mentions
(increase from 2342)
Increased brand share of voice from 67% before
User generated posts and 1129 Distinct Member Posts

The Big, Beautiful Highlights

The Campaign succeeded 🎉 in increasing Online Shopping category conversations from 168K to 220K p.m, an increase of 1.3X 📈!

At Convosight, we never shy away from raising the bar for ourselves. We maintained that tradition when we exceeded our brand mentions target by achieving 7379 brand mentions, a whopping 3X vs the pre-campaign figure of 2342!

We were also successful in driving amazon RTBs as 37% of the conversations focused on aspects of Quality, Delivery, availability etc.

With just a single-phase campaign, we helped the shift positive sentiment around the brand from 7.5% to 84%, with 26% of conversations having high positive emotions, like “love”, “trust” and “best”.

With almost 8000 mentions, and 80%+ positive sentiment, we helped amazon achieve its objective to win consumer preference via organic word of mouth.

Top Performing Communities 🥇

Real People Real Conversations 💬

Sharing orders and benefits that user get out of the portal. Fast delivery, trustworthy portal, great offers etc have been mentioned by members.

Interested in working together?

Schedule a quick call with one of our strategists and learn how one of our campaigns can guide your customers through each stage of their decision-making process, from activation to conversion.

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  • Driving Category Awareness
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