Blog

Objective / insight

• The decision of Amazon Prime Video France is to create content solely for TikTok and demonstrates the social video app ability to reach a younger audience. More than half (58%) of Gen Z and one-third (33%) of millennials are now using the app, per a YPulse survey. Even if a digital streaming platform like Amazon Prime already targets young customers seeking alternatives to conventional television, TikTok will help it expand its appeal to this audience. The creators hope to help the series’ message that there is still a link between France’s youth and the country’s cultural heritage by focusing on TikTok.
• The 100% digital series evokes stories from everyday life. Most of the scenes in the Amazon Prime Video series were shot in the streets of Paris.
• The artist (Abd Al Malik) had asked the candidates of the cast to publish on TikTok a video bringing to life « a quotation in the French cultural heritage ». The phrase could be taken from a novel, song, poem, essay, movie, and contestants were invited to sing, rap, or dance.

Implemented strategy

• The series will be available on TikTok as well as a dedicated page on Amazon Prime Video France’s TikTok account. Director Abd Al Malik and a group of actors held a live Q&A the day before the series premieres and bonus, including making-of and interviews with the cast and crew.