Submitted by Pulpkey

Amazon Furniture Home Creator Video Series

Influencer Marketing

Pulpkey ran a creator video programme with 7 creators for Amazon Furniture in India, built around space hacks and setup demonstrations, and reports 1.58M views.

1.58MViews
504KReach
26.6KTotal Likes
14KSaves

Case in 60 seconds

Amazon needed shoppers in India to trust buying furniture online, which is hard because design, practicality, space fit and assembly are all judged without seeing the piece, so the brief asked for awareness built on trust.

The campaign turns on hesitation rather than ignorance, because the page frames the task as shifting consumer hesitation into confident exploration, so the work shows furniture in use rather than describing it.

Pulpkey placed Amazon Furniture inside the real homes and routines of creators, so each piece was shown solving a specific household problem rather than presented as a catalogue listing.

Pulpkey onboarded 7 creators from home interiors, lifestyle and fitness niches, and their 7 videos covered space hacks, budget styling and unboxing and setup while folding in event-driven offers around Prime Day and the Great Indian Festival.

Pulpkey reports 1.58M views and 504K reach across the 7 pieces of content, with 26.6K likes, 1.6K comments, 14K saves and 8K shares, while the page reports no sales or conversion outcome.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Shoppers furnishing modern Indian homes who hesitate to buy furniture online, as the page frames them.
Furniture is a considered, physical purchase, so selling it online asks shoppers to trust design, space fit, delivery and assembly they cannot inspect, which is the trust gap the brief names.
The page positions Amazon as the route to doorstep delivery and assembly, so the videos present the brand as the service that removes setup effort rather than only as a catalogue of products.
The page frames the target behaviour as a move from hesitation to confident exploration, so the content aims to lower the perceived risk of buying furniture online rather than close a sale in one video.

Creative & Execution System

Partners

  • Pulpkey (lead_agency)

Creator role

  • aditi_bhatia4 — creator
  • houmeindia — creator
  • housewife_to_homemaker — creator
  • creative_callings — creator
  • ashiyanabyanam — creator
  • ekta_interior — creator
  • digvijaylifestyle — creator

Results & Evidence

MetricValueResult type
Views1.58M viewsvideo_views
Reach504K reachreach
Total Likes26.6K likesperformance
Saves14K savesperformance
Shares8K sharesperformance
Total Comments1.6K commentsperformance
Creators7 creatorscreators_count
Content Made7 piecesscope

Why Pulpkey's strategy worked

  1. 1

    Saves are a useful signal for considered purchases, because the page reports 14K saves alongside a top comment from a viewer saving the video ahead of a move, which points to content kept for later reference.

  2. 2

    Casting beyond the home category widens relevance, because Pulpkey drew on lifestyle and fitness creators as well as home interiors, so the furniture was shown inside daily routines rather than only in styled rooms.

  3. 3

    Tying offers to seasonal retail events gives creator content a reason to act now, while keeping the offer in the background leaves the demonstration at the front of each video rather than the discount.

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