Date of Completion
4-9-2025
Degree Type
Honors Thesis - Campus Access
Discipline
Marketing (MRKT)
First Advisor
Matt Stefl
Second Advisor
Andrew Rohm
Third Advisor
Bernice Chao
Abstract
This study was developed in response to a brief issued by the Effie Collegiate competition, which challenged students to craft a campaign that would increase relevance and subscriptions among Gen Z for Amazon Prime. The resulting Live in the Prime campaign repositions Amazon Prime as the only brand capable of connecting Gen Z to the past, present, and future—an identity-aligned value proposition grounded in cultural and behavioral insights. Through a mixed-methods approach—including a survey (n=355), interviews (n=16), and secondary data analysis—the campaign identifies Gen Z as a cohort defined by a nostalgic affinity for past decades and an active engagement with emerging technologies. The central insight uncovers how Gen Z resists singular generational identity markers, instead embracing a fluid, remix-oriented cultural framework. The campaign’s strategy leverages this insight through an integrated media plan that combines digital advertising, interactive social media content, and experiential activations to reframe Amazon Prime as the only brand that gives Gen Z access to the past, future, and present (aka Prime). Key performance indicators include perceptual (brand sentiment), behavioral (click-through rates, engagement time), and business outcomes (subscription growth), with projected 12-month goals of a 20% increase in brand perception and a 100% increase in young adult Prime subscriptions. The campaign illustrates how nostalgia and identity construction can be operationalized in strategic communication to engage an elusive yet influential consumer segment.
Recommended Citation
Caforio, Jillian; Lee, Mia; Gremett, Matthew; and Jamjian, Juliette, "Live in the Prime" (2025). Honors Thesis. 566.
https://digitalcommons.lmu.edu/honors-thesis/566
