Four neon-lit performer portraits, a sequined dancer and a smiling guitarist among them, over blue smoke and a neon triangle
Submitted by SocialChain

Setting a standard for social video series with Amazon Prime Video UK

SocialChain built an Amazon Original TikTok series for Amazon Prime Video UK around six LGBTQ+ creators reciting love stories as poetry, reporting 17m+ Views.

3Digiday Award wins
1Lovie Award win
200k+active engagements
17m+views

Case in 60 seconds

Amazon Prime Video UK needed social support for the second season of Modern Love, and because the result was TikTok UK's first-ever video series, the work had to set a precedent while championing LGBTQ+ creators and stories.

The campaign appears to turn on the reading that the ability to love deeply is a universal human truth, so first-person accounts of a creator's greatest love could carry an LGBTQ+ celebration to audiences outside the community rather than only within it.

An anthology with a consistent theme, mirroring how the stories within Modern Love are told, in which six LGBTQ+ creators recite their own greatest love stories through poetry rather than acting out scripted brand content.

Six LGBTQ+ TikTok creators worked with poet Keith Jarrett, director Joseph Wilson and musician Daniel Molyneaux on one episode each; the six dropped simultaneously on TikTok with TikTok-first filters applied in post, teasers ran on Instagram, and creators reshared on their own channels.

SocialChain reports 17m+ Views and 200k+ Active engagements, alongside 3 Digiday Award wins and 1 Lovie Award win, with added value views credited to creators choosing to share the work on their own channels.

Strategy Breakdown

Viewers aligned with Prime Video's core demographic on TikTok, reached broadly rather than through niche targeting, with the LGBTQ+ community as the campaign's subject and starting point.
LGBTQ+ storytelling risks being made about a community rather than with it, so SocialChain states the aim of empowering rather than speaking for the community, with creators reciting their own love stories.
A streaming season launch had to appear on TikTok without importing television conventions, and as TikTok UK's first-ever video series it had no format precedent to follow, so production standards and platform nativeness had to be reconciled in the same work.
Prime Video positioned itself as a host for real customer stories rather than as a promoter of the show, with the client quote describing mini episodes that explore what connection means to diverse communities in TikTok's own day-to-day language.
Based on the available evidence, the simultaneous drop was built on the expectation that shared timing produces conversation, because viewers watching the same episodes at the same time talk to each other rather than consume in isolation.

Creative & Execution System

Assets & channels

  • Instagram
  • TikTok
  • episodes
  • teaser content
  • video series

Partners

  • SocialChain

Creator role

  • Bailey J Mills — creator
  • Elliot Douglas — creator
  • Krystal Lake — creator
  • Mista Strange — creator
  • Tarek Khwiss — creator
  • Tyreece Nye — creator
  • six LGBTQ+ TikTok creators

Results & Evidence

MetricValue
Digiday Award Wins3 Digiday Award wins
Lovie Award Win1 Lovie Award win
Active Engagements200k+ Active engagements
Views17m+ Views

Why SocialChain's strategy worked

  1. 1

    Simultaneous release across an anthology concentrates an audience into one viewing moment, which the page credits with driving organic conversation among viewers watching at the same time rather than spreading attention across a staggered schedule.

  2. 2

    Where a platform's ad targeting cannot reach a niche community directly, buying a broader audience aligned with the brand's core demographic appears to serve the message as well as the media, because it carries an LGBTQ+ celebration beyond the community's own audiences.

  3. 3

    Casting creators to recount their own experiences, with a poet supporting rather than scripting them, reads as the mechanism behind the stated intent to empower rather than speak for a community, and it also explains why creators reshared the work unprompted.

  4. 4

    Television-standard production can coexist with platform-native output when the native treatment is applied in post, which is how the page describes the use of TikTok-first filters and features over cinematically directed footage.

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