Ring x Amazon Music

The holidays are the busiest time of year for your front door, and Ring Video Doorbell helps you never miss a moment – even when a famous idol comes to visit. For our annual Doorbell Season campaign, we partnered with Amazon Music and Universal Music Group to launch Carrie Underwood’s exclusive holiday single and spread some holiday cheer at the end of an especially trying year.

TL;DR: I brought Carrie Underwood to your door for Christmas.

To activate #DoorbellSeason across social, we posted a custom message from Carrie, asking fans to sing “Favorite Time Of The Year” in front of their Ring Video Doorbells (which we quickly turned into another spot). Families got into the holiday spirit, and we couldn’t get the song out of our heads.

The Results

Impressions: 37,987,288

Reach: 11, 643,721

Link Clicks: 241,339

As the final push for the year, this campaign helped Ring achieve its 2020 Q4 target of 6.2M new households and surpassed all tracked competitors on aided brand awareness with +700bps YoY (an all-time high!).