We grew Amazon Belgium's Instagram 4.5x by going local
We took over Amazon Belgium's social and built a content engine around what Belgians actually find funny, testing formats every month and letting the results decide what got made next. The account went from 8,800 followers to over 40,000, beating every target on less budget than was set aside for it.
Amazon Belgium had enormous scale and no particular reason for anyone to follow it, in a market where bol already owns the category conversation. Product content gets scrolled past, and buying reach around it is expensive. So the job was to earn attention rather than rent it, and to prove it with numbers a global business would accept.
We treated the account as a testing system, running variables month by month across hooks, formats and angles, and letting the results pick the next month's plan. What kept winning was the content that looked least like advertising, memes and relatable moments shot like a personal phone video, with no product, no price and no call to action. That is why the account beat every KPI on 64% of the media budget, and why we told Amazon to spend less on media next year and more on making the content.
