Amazon wanted to celebrate everyday heroes making a difference in their communities through the “Summer Hero” campaign. Collabri activated Markoolio to surprise and honour Jocke Sundqvist, who works with children and youth in Nacka. The initiative highlighted Amazon’s positive community engagement during Prime Day and received strong appreciation and visibility across social media.

The challenge

Prime Day is one of the busiest periods for a retailer, and attention is hard to win. Amazon wanted to show a different side of the brand – engagement in local communities – in a way that felt warm and genuine rather than promotional.

The idea

A surprise is a strong format: it creates real emotions on camera and is easy to share. With Markoolio, one of Sweden’s most recognisable entertainers, honouring someone who works for young people locally, the story had both warmth and wide recognition.

Collabri’s role

• Talent activation with Markoolio

• Coordination of the surprise and the content around it

The result

The initiative highlighted Amazon’s community engagement during Prime Day and received strong appreciation and visibility across social media.

Key takeaway

Pairing a well-known personality with a real local story gives a brand campaign warmth and credibility that a product message alone cannot create.

Want a similar campaign? Contact us at info@collabri.se. You can also browse our talents and client projects.

Read also

• Celebrity Endorsements in 2027: What Works, What It Costs and How to Measure It

• Influencer Marketing Examples: 10 Campaigns That Show Where 2027 Is Heading

• Case: Coca-Cola Loves Tacos – Three Celebrity Duos for a Swedish Tradition

• What Is Influencer Marketing? A Complete Guide for 2027

This article was written with the help of AI and reviewed by Collabri.