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Amazon leverage on influencers to launch Amazon.sg

For its Singapore operations, Amazon had regularly tapped on social media and influencer marketing. Prior to their entry to the city-state in July 2017, Amazon had broken into Singapore market through influencer marketing, as reported here.

Influencers posted photos of mysterious grocery-filled parcels with the iconic Amazon arrow on their Instagram accounts with the hashtag #dontsaybojio. The teasers successfully kept the whole of Singapore in suspense and waiting for Amazon Prime app’s eventual launch.

Late 2018, Amazon launched another campaign on Instagram to promote Amazon Prime’s membership trial. The influencers posted photos of the Amazon products they’ve purchased and directed their followers to sign up for Amazon Prime’s 30-day free trial on the mobile app.

The influencers involved in the campaign included local singer Alfred Sim (@zolalfredo) as shown here, host Jemimah James Wei (@jemmawei) through her instagram and mumpreneur Michelle Hon (@michellehon), pictured here

Earlier this year in October 2019, the US-retailer launched a localized website Amazon.sg to provide Singapore with a wider range of items and faster delivery in time for festive season’s gifting needs. This launch was in addition to the Prime app launched 2 years prior.

For this, Amazon launched a wide-reaching campaign on Instagram with influencers of various styles.

To name a few, the campaign involved singer Sandra Riley Tang (@sandrariley), food artist Shirley Wong (@littlemissbento), actress Cheryl Wee (@weecheryl), Youtuber Jianhao Tan (@thejianhaotan), renowned influencer Christabel Chua (@bellywellyjelly), toy photographer Tiger (@tigermiyaw) as well as TV personalities Nurul Aini (@aanurul), Jamie Yeo (@iamjamieyeo), Nadiah M.Din (@nadiahmdin) and chef Paul Foster (@paulfosterrr)

The affiliated influencers posted a snapshot of the items they’ve purchased with a voucher from Amazon and conducted a give-away of S$200 Amazon.sg vouchers to 3 of their followers.



The give-away directed to the new Amazon.sg (@amazon.sg) Instagram account as a prerequisite to participate and required a re-share of the influencer’s post on their own Instagram profile with hashtag #AmazonSg.

The contest was closed on Dec 8th and garnered hundreds of comments from each influencer’s posts – closing the give-aways with high repost rates and enthusiastic participation from the audience on Instagram.

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