Amazon Live’s Shoppable Back-to-School Campaign Livestreams [Video]

Blending Brand and Utility

At the heart of the Amazon Ads campaign was the interactivity and engagement between fans and talent during the livestreams. Shawn, Andrew, and Melissa shared practical tips and meal ideas to simplify the back-to-school routine, while also weaving in General Mills’ brand messaging. The dynamic chat allowed parents to engage directly, with Melissa opening up about the empowerment she feels as a “super mom”. She shared, “I didn’t know how much I was capable of doing all at once, while staying calm. When you get it all done, you literally do feel like a superhero.”

Driving Savings and Engagement

Over two-thirds of American households with children entering K-12 in the fall of 2024 were expecting rising prices to impact them more this year compared to last year, according to Statista ⁵. General Mills helped create a strategy focused on value for the consumer by offering a stock up and save deal across their product portfolio of after …

Tags Brand Identity, Branding, Branding Agency