My role: Social Strategist and Sr. Social Media Manager
Luna is Amazon’s cloud gaming service that lets you play your favorite games on devices you already own. Amazon Luna removes the frustrations of gaming today like long downloads and pricey consoles because with Luna all you need is a compatible controller and a subscription that grants you access to hundred of games and you’re ready to play.
To launch Luna from the ground up, I was a core member that lead the development of community management and how we showed up on social. I lead briefings, social ideation, content distribution, coordinated with influencers, and executed reactive and proactive opportunities.
Our social approach was three-fold: Express the accessibility and joy to play, put the players first, and co-create the Luna product with the community. And along that way, we had a lot of fun.
Campaign Launch
We knew we couldn’t compete with the cult following that console-based gaming services have amassed. Instead, we decided to focus on giving gamers what they want—more ways to play. We proved this through the benefits of cloud gaming on Luna: flexibility to play across devices, low barrier of entry (no console or controller necessary), the freedom to choose from a library of games, and free games for Prime members.
More ways to play means more of what you love. “Play Your Way” aims to show some of the many ways people love gaming on Amazon Luna. Alone and together. In private and public. They might resemble their favorite characters, and they might even think they see them in a corner shop. Because when you’re able to get consumed in something you love, you see things a little differently.
Through myriad ways to play, we showed a love for gaming that could never be expressed through a console system. We set the tone for a brand built on inclusion, optimism, and the love of play, however you define it.
Community Management drove positive sentiment for the brand.
As the lead community manager, my role was to drive momentum and seek out engagement opportunities with our community. Through our humble and inviting approach, we received some awesome community appreciation.
Always-on Evergreen Content
With the theme of keeping it playful, we created evergreen content that kept our community engaged, while also highlighting the games on the service. As we refreshed our content, we optimized content through learnings and observations that would further drive engagement for the next one. My role was to seek out these learnings and provide recommendations to our team in our creative briefs.
Community Thank You Note
To end the beta program and finally launch Luna in the United States, we created a fan appreciation post that connected with our audience. It also shows that we continue to put our community first. This post was our most engaged and shared on social in that quarter.
Launching New Product Features
One of our strategic pillars is to co-create with the community, which means that we do active listening to make the product better for the consumer. When they were looking for new features, we were excited to announce it to them. New features included Twitch integration, more devices you can play on, co-op couch play, and more!
Engagement Driven Prompts
Asking curious questions drove engagement with our community. To keep it game-focused, we drew from topics from fan truths to gamer-isms, which led these content series to be top-engaging week over week.
UGC Opportunities
Fans have been screenshotting and sharing with us their Luna gaming playlist. So we turned this community observation into a UGC series. We created a graphic to display them and also encouraged others to submit their own.
National Relaxation Day
We wanted to think of proactive tentpole moments of making Amazon Luna remain relevant and top of mind. I identified an insight that People often turn to video games to relax and decompress. 89% of Americans say they use it for stress relief because gaming results in dopamine recreation, which make you feel good.
To align Luna with National Relaxation Day and the relaxing benefits of gameplay, we tapped into our chill games and reminded our community to relax with games. Because of this campaign, we were able to influence the product UI to implement a themed curated games row on the service for topical and key beat moments, which resulted in impressions, clicks, and a high CTR on the row.
Super Fan Illustrations
We celebrated our top Super Luna Fans with extra attention and exclusive art that was unique to their bio’s. Each month, we surprise and delighted more fans. The community response increased our positive sentiment and some fans even mentioned that our competitors should do the same.
Reaction GIFs for Community Management
We turned our beloved Luna Controller into a series of personified and reactive GIFs used for community interaction and an all-around celebration of the love of play.
Influencer Campaign: Team Luna Ambassadors
Team Luna is a roster of Talent that we partner with to create content, as well as to garner reach with their audiences on their social channels.
These creators are the face of our brand, and collaborated with us to develop stories about Amazon Luna from streaming gameplay on Twitch and promoting key brand and product messaging to their viewers in order to increase awareness and build the credibility of the brand while also inserting Amazon Luna into gaming culture.
We created themed Twitch sponsored streams that played into our ambassadors’ interests. To announce the streams, we created fun promo video that brought out their personalities.
To continue the conversation after the stream ended, we shared top moments from the stream and invited players to tune-in next time.