Community Marketing Case Study | Amazon by Convosight
for Brands


  • Amazon wanted to drive positive word of mouth and build brand RTBs.
  • The brand took an insight-based community marketing approach to get customers to share their experiences of using Amazon. The brand engaged with 109 communities around Lifestyle and shopping-related themes with over 3.3M Members.
  • The brand received 4857 UGCs, 7379 brand mentions, 20K+ reactions, and 80%+ positive sentiments.

About Amazon

Amazon is a technology company primarily focused on e-commerce, cloud computing, digital streaming, and artificial intelligence. The brand has an international user base and is known for offering products at affordable rates to the remotest areas, along with on-time delivery.

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Amazon’s Objectives

Amazon wanted the audience who prefer offline shopping to shop on Amazon. The brand wanted to create awareness of how the brand helps in saving time that goes into shopping offline and offers on-time delivery along with heavy discounts.

“The brand wanted to drive positive word of mouth and build brand RTBs.”

Community Marketing Strategy

1. Identifying the best communities for Community Marketing

Amazon took an insight-based Community Marketing solution to drive meaningful conversations around its plethora of services & shopping benefits by engaging with 3.3 Million+ members in the most relevant 109 communities around lifestyle and shopping.

Campaign Structure


2. Analysing consumer insights from real conversations

To drive the campaign, we analysed the existing conversations in the above communities and observed that:

  • Amazon had the largest share of voice within online shopping portals.
  • Majority of the conversations were around product links and discounts.
  • There were no meaningful conversations about the reasons for choosing 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.

3. Community Marketing campaign idea

We planned a single-phase campaign for the brand. The campaign focused on driving conversations around the benefits of online shopping and advocating Amazon as the go-to platform. The conversations were initiated by group admins sharing their personal experiences and inviting loyal Amazon users to share their experiences.

The experiences shared by admins and members 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 highlight all the RTBs that amazon wanted to establish in its consumers’ minds.

The community admins shared their personal experiences with videos and photos and encouraged 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 content theme was consistent across all the communities, the unique experiences & testimonials of thousands of members brought their personalities and style to each of their posts.

Solution types

Static Posts

Carousel Images

Videos of usage

Testimonial Posts

RoI of Community Marketing
for Amazon 📈

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 by 1.3X that is 220K conversations from 168K conversations before the campaign.
  • The brand received a 3X jump in the target set for brand mentions. They received 7393 brand mentions.
  • The brand was successful in establishing brand RTBs, as 37% of the conversations focused on aspects of Quality, Delivery, Availability, etc.
  • The positive sentiment for the brand increased from 7.5% to 84%, and 26% of conversations had high positive emotions, like “love”, “trust” and “best”.
  • With 80%+ positive sentiments, Amazon achieved its objective of winning 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.

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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
  • Create a Community of Brand Users
  • Increasing Brand Consideration
  • Understand what Customers say about Brand
  • Influencing Purchase Intent
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