Creating a Community of Entrepreneurs for Amazon Pay's Ambassador Program

Amazon Pay was launching a new Instagram profile from a near-zero follower base and needed both an audience and a content strategy to reach small business owners. A payments product is low-interest territory, and Obviously worked from the view that entrepreneurs trust people who run businesses like their own far more than corporate messaging from a provider, so first-hand creator experience would be more credible than brand-authored claims.

Obviously built a six-month ambassador program around a diverse group of entrepreneur creators, who posted about actually using Amazon Pay in their own businesses on Instagram. Alongside the ambassador content, giveaways were tied directly to growing the @amazonpay follower count, giving audiences an immediate reason to follow the new account while the ambassador stream gave them a reason to stay.

Matching creator identity to the product's use case made the content credible to the target audience, and a six-month term produced a sustained stream rather than a one-off spike suited to building a community from zero. Content ran on Instagram. Obviously reports 2.2 million impressions, a 5.1% average engagement rate, over 6,000 new followers and $354,000 in earned media value; the figures are self-reported, and the EMV methodology and engagement benchmark are not sourced.