Amazon Prime

The Test

How do you promote Amazon Prime’s first ever Australian original without showing the show?

Simple. Create 25 hours worth of entertainment and interactive digital experiences that becomes a online sensation in their own right.

The Challenge

US retail and entertainment giant launches down under

Amazon was ready to launch their biggest local acquisition campaign via Prime Video with an ace up their sleeve: APV partnered with Cricket Australia to produce The Test, documenting the Men’s Cricket Team in the 18 months following the darkest time in their history.

Hello Social was engaged to run a 6-month content marketing program....without giving away the show itself.

Our Solution

A social-led campaign that  rivaled the show in both access and insight

We landed two major shoots with exclusive access to 16 Australian players including Test team captain Tim Paine, Steve Smith and Marnus Labuschagne. 70 static content pieces and 75 bespoke videos tailored to Instagram, Facebook, Twitter and YouTube were produced and published. The results rolled in:

Reach 5M+
Impressions: 95,516,956
Engagements 1,577,876


  • Performance Marketing
  • Content Production
  • Social PR Stunts
  • Social Media Strategy