Amazon already had a lot of organic love on TikTok, and their Prime Student team was looking for a way to connect authentically with college students.

To amplify Prime Student’s mission of making life easier and less stressful, we challenged TikTokers to share their favorite college hacks. We created an original song to tee up the storytelling. Students joined in en masse: #CollegeGotMeLike surpassed a billion views in just two days! Now the campaign has 6 billion views, and counting.