MUSE

Description of the role: A Muse brand either inspires, facilitates or provides tools for its followers to follow their own passions and unleash their creative minds. For a brand this means crowdsourcing content or ideas, in other words, getting the followers to contribute their creative talent to the brand’s digital presence. Usually a Muse brand operates in a field that is somehow related to our inner motivations, creativity and selfexpression.

Motivators for followers: Self-actualization, challenging oneself

Stereotype of a Muse brand: Recreational or hobby brands, often related to things people feel passionate about such as cooking, sports or interior design.

Case

Prime Video - Dubbing Factory

Everyone traveling to France has heard the friendly tip to learn some French – as the French have a reputation for sticking with their own language. When it comes to their appetite for TV it’s the same, most viewers prefer to watch the series in French instead of the original language.

Amazon Prime Video wants to cater to their viewer as it fits best for their viewing needs. To engage the lovers of their series they launched Prime Video Dubbing Factory to enable people to become the next French voice of their favorite character in their favorite hit shows. The Prime video Dubbing Factory is a 100% Tiktok contest that works with the duet function enabling users to add their own voice to Dubbing Factory content and Prime Video would choose the best voice actor from participants’ videos.

The campaign reached over 12.3 million people and resulted in 83K participants, 300 million total views as well gave Prime Video 120K new followers. Oh, and of course made Philippe the contest winner a voice-over artist for the Prime Video original show The Boys.