For the 2023 school year, we wanted to get incoming college students who were facing rising costs (and limited financial means) to believe that Amazon offered great value and a selection of college product that would allow them to express themselves affordably. In other words, without needing to take out ANOTHER student loan.

There's a million home tour shows, but none of them talk about your first home away from home - your college dorm room. So to showcase the products in Amazon's 2023 Off to College collection, we created the only home tour show left to make: Dormz. Ditching the typical A-list celebrities and multi-million dollar mansions of popular home shows, ours starred real college influencers (like Stranger Things actor Noah Schnapp and national college basketball champs Angel Reese and Flau’jae Johnson) giving tongue-in-cheek tours of their tiny dorm rooms. Each influencer personally curated their spaces with items from Amazon’s Off to College collection. The episodes weren't just for inspiration, because each episode was completely shoppable. If the viewers saw it, they could buy it on Amazon.

Those going off to college on average spend over 50% more than those going back to primary and secondary school. The reason: going to college not only includes the standard set of school supplies and updates to clothing, but everything else—bed sheets, wall art, shower sandals, entertainment systems. For students, going to college is an opportunity take inventory of their passions, their interests, and who they are as a real, whole person.

This is in direct opposition of how young people live their lives, spending more time behind screens (on average 9 hours a day), building their social personas online, and spending less time with people IRL (spending on average an hour less).

This campaign demonstrated the opportunity that college has to offer: to present who they are, as an adult. And the best place that encompasses every part of who they are is the place they live in.

Dormz starred real college students from all over the country (who just so happened to be influencers with millions of followers). We even managed to snag “Stranger Things” actor Noah Schnapp and NCAA basketball champs Angel Reese and Flau’jae Johnson. Each influencer was given free rein to shop Amazon’s collection of college items and curate their own dorm to fit their style and personality. Episodes aired across streaming video and social over the summer (totaling 817M impressions), including the personal channels of all our influencers, becuase again, they have millions of followers. We even had them post a shoppable link so viewers could "shop the episode" and get inspired by all the items from each of the influencer's rooms.

The campaign aired across streaming video and social media, resulting in $2.38M incremental OPS from Storefronts (with Noah Schnapp driving $893K alone), 817M impressions (+36% over last year), and 77M video views.