Amazon Beauty Advent Calendar

October 2024 

Goodbye to the ‘Beauty Breakfast’? Brand etc. Reimagines the Launch Experience for Amazon Australia.

Are traditional ‘beauty breakfasts’ becoming a thing of the past? We think so. With the media more time-poor than ever and affiliate publishing partnerships proving to be essential in generating online placements, the landscape for product launches has changed.

When it came time to launch the 6th edition of Amazon’s Beauty Advent Calendar, we decided to shake things up. Rather than the usual breakfast event, Brand etc. and Amazon Australia chose a more strategic approach, reflective of their overall business. We, like Amazon Australia understand the importance of capturing media attention while embracing digital innovation.

Within 24hrs of the event 70% of Influencer guests had posted tagged content to their social media platforms (Instagram and Tik Tok.) 50 pieces of content were produced across Instagram Stories with a collective total of 1.05M+  followers, a total estimated reach of 315K+.

Within 7 days 94% of Influencer guests had posted tagged content to their social media platforms (Instagram and Tik Tok.) 83 pieces of content have now been produced with a collective total of 1.44M+  followers, a total estimated reach of 433K+ and average engagement rate of 11.51%.

Editorial placements generated within 24hrs of the event appeared within news.com.au, The Daily Mail, Nine.com.au and Pop Sugar with a total reach of upwards of 11M.

Within 48hrs the Amazon Advent Beauty Calendar pre sale was sold out.