Amazon Home Improvement Problem-Led Creator Reels
Influencer MarketingPulpkey ran a problem-led Reels programme with 14 creators for Amazon Home Improvement, tying household fixes to sale events, and reports 11.5M views across the content.
Case in 60 seconds
Amazon's Home Improvement category needed to promote both its product range and sale events such as Prime Day and the Great Indian Festival, while deal messaging on its own gives a viewer little reason to watch.
The campaign turns on household problems rather than product lists, because a viewer stops for a fix to a dirty corner or a disorganised bathroom, so the product arrives as the answer and the sale as timing.
Pulpkey built every video to be problem-led, product-forward and sale-aware, so each one solved a real domestic scenario with an Amazon product and then tied that find to an ongoing sale event.
Pulpkey worked with 14 creators across home, DIY, utility and lifestyle genres on 15 pieces of content made for Reels, each addressing a pain point such as bathroom clutter, tool needs or home safety. Creators synced their finds with live events such as the Great Summer Sale or Smart Home Days, so the deal sat inside the fix rather than beside it.
Pulpkey reports 11.5M views and 4.81M reach, alongside 420K saves, 260k shares, 129.4K total likes and 13.5K total comments, so saves and shares ran well ahead of comments on this content.
Strategy Breakdown
Creative & Execution System
Assets & channels
Partners
- Pulpkey
Creator role
- incredible_prodigy — creator
- ekta_interior — creator
- thebluewallstudio — creator
- houmeindia — creator
- designdecortravel — creator
- thatyellowtrunk — creator
- shreemanitripathi — creator
- creative_callings — creator
- herfabway — creator
- techstuff01 — creator
- hirals_homey_home — creator
- techat6 — creator
- brainkrupt — creator
Results & Evidence
| Metric | Value |
|---|---|
| Views | 11.5M views |
| Reach | 4.81M reach |
| Saves | 420K saves |
| Shares | 260K shares |
| Total Likes | 129.4K likes |
| Total Comments | 13.5K comments |
| Creators | 14 creators |
| Content Made | 15 pieces |
Why Pulpkey's strategy worked
- 1
Opening on a named household pain point rather than a product gives a sale message a reason to be watched, because the viewer stays for the fix and meets the deal inside it.
- 2
Tying each find to a live sale window such as Smart Home Days adds urgency without a separate ad, because the timing becomes part of the creator's own story rather than an overlay on it.
- 3
Casting across home, DIY, utility and lifestyle genres rather than one niche lets a single category brief cover different household problems, because each genre brings its own kind of fix to the same catalogue.
- 4
Practical home content earns saves rather than conversation, which the 420K saves against 13.5K total comments reflect, so utility content of this kind is better judged on saves and shares than on comments.