Mr & Mrs Smith × Amazon Prime Video: First Brand TV Campaign
The Objective
Mr & Mrs Smith wanted to build awareness for its curated luxury hotel collection ahead of the January 2026 booking window, one of the busiest and most competitive moments in the travel year. The goal was to reach affluent travellers who had either lapsed or never come across the brand, and to reach them through TV-quality inventory for the first time. Mr & Mrs Smith asked Luzern to deliver their first ever brand TV campaign on Amazon Prime Video.
The Luzern Solution
We ran four targeted streaming TV campaigns across Prime Video, split between Guaranteed and Preferred Deals, with a total spend of £120K.
Rather than treating it as a single broad awareness buy, we built distinct audiences into each campaign: lookalikes modelled on Mr & Mrs Smith’s own first-party customers, third-party travel audiences, high earners aged 30 to 55, and added value placements to stretch reach efficiently.
Once all four campaigns had run, we brought in Amazon Marketing Cloud to de-duplicate reach across the full activity and pull out the audience intelligence behind the numbers. That analysis showed us which audiences were doing the work, and where demand was concentrating geographically, giving Mr & Mrs Smith a clear read on where to invest next.
Results
- 1.88M unique users reached through Amazon DSP, 600K ahead of the 1.2M target
- 99.7% of the audience were net-new consumers, making this a pure top-of-funnel awareness play
- 15.5% awareness uplift, verified by a Lucid brand lift study
- 2.29M combined reach across the four campaigns
- 85% interactive rate across all impressions
- First-party lookalikes and high earners delivered the strongest click-through, page-view and purchase rates, with university towns and the South East over-indexing on purchase
