Culture Rated
When the Culture Leads, Results Follows.
Client
Prime VideoCapabilities
Creative Direction Editorial Strategy Social Strategy Production Post-Production Community Management Influencer PartnershipsDescription
Culture Rated is Prime Video’s hub for Black stories and audiences. As Agency of Record, we were tasked with turning the handle into a cultural force—one that felt relevant, resonant, and rooted in community.
Through editorial vision, creative rigor, and a voice grounded in care, we helped Culture Rated grow from a social presence into a platform people believe in.
Insight
Black culture powers entertainment. But too often, the credit doesn’t follow.
Prime Video needed a space that both centered Black audiences and celebrated their influence and impact across the industry. That meant the ultimate goal was trust, not just reach. So we developed and deployed a strategy to help the brand show up in a way that feels personal and not performative.
Idea
Make Black the main character.
We brought cultural nuance to the forefront. From nostalgic posts that made people laugh and cry, to real-time reactive clips, to carousels that spotlight cinematic legends, we made sure Culture Rated's content and voice spans the spectrum of Blackness. It's new, it's not niche, it's US.
From community management, to the daily content, to influencer collabs, every touchpoint was filtered through a lens of promoting Prime Video while celebrating the culture. And the culture showed up.
Impact
From follower count to cultural credibility.
When the culture leads, results will follow. We grew Culture Rated from 49,000 to over 2 million followers across TikTok, Instagram, Threads, and X. Our content generated more than 667 million views and 56 million engagements, with an average engagement rate of 8 percent.
Today, Culture Rated is one of Prime Video's top-performing social properties and a model for how to build with, not just for, the culture.