“CULPA MÍA” MOVIE LAUNCH (PRIME VIDEO 2023)
Context:
Launch campaign of "Culpa Mía” teenage romance-action movie, adapted from the best-selling book by Mercedes Ron.
Key Objectives:
Establish Culpa Mía as a top-of-mind movie for young adults (18-24)
Solidify Prime Video’s reputation as a home for YA content.
Challenges:
Differentiating among similar titles
Netflix competition during release month on similar core fanbases
Meeting high book fans expectations
Unknown leading cast with limited recognition outside their core fanbase.
Targeting younger demographics (14-18) with media restrictions
Limited interest from traditional media
My Strategic Approach:
Engaging Existing Fans & Building Momentum Early:
Leveraging the book author Mercedes Ron as an advocate, and collaborating with Penguin Random House for movie edition book releases.
Early creative assets true to the book’s familiar look and feel, ensuring fans’ expectations were met
Creative Variety to Capture Attention:
Multimedia Richness including multiple posters, trailers, stills, Behind-the-Scenes (BTS) Stills, GIFs and Stickers for social media, TikTok challenges.
Music as a Core Asset: The original songs in the movie soundtrack were a central part of the campaign.
Fan-Generated Amplification & Organic Content Creation:
Every piece of content released was naturally amplified through fan communities on WhatsApp, Telegram groups, and social fan club pages.
Controlled Leak Strategy: regularly feeding fans new content to spark organic amplification.
Influencer Endorsements & Real-Life Connections:
Booktubers, booktokers, and social personalities acted as ambassadors in dedicated events, exclusive movie screenings, and social media activations.
Physical Fan Events & Merchandising for fans.
Sustained Social Engagement:
Ongoing Organic Social Strategy to maintain consistent fan engagement with weekly content drops on Instagram and TikTok.
Solid Media Plan:
Integrating TV, Social, and OOH, ensuring maximum reach and high visibility for A18-24, especially in key fan-heavy locations like Madrid, Barcelona, and Malaga.
Comprehensive Execution Plan Across All Campaign Phases
Early Pre-Launch Phase (May 2022 – Apr 2023):
Show Announcement with PR distribution
Cast Announcement fan-exclusive event with Media presence
Weekly social editorial strategy Launch
Release Date Announcement
Poster Leak Stunt
Pre-Launch Phase (May 2023):
Official Trailer Releases
Exclusive Preview Influencers Screening
Book Tie-In Release
Launch Phase (June 2023):
Media plan activation
Press Junket & Madrid Premiere
Malaga Experiental Activation designed to recreate iconic scenes from the movie
Fan Event at Madrid Book Fair
Post-Launch & Sustained Conversation (June 2023 Onwards):
Released behind-the-scenes content,
Encouraged fans to co-create content using Culpa Mía GIFs and stickers
Announced the sequel (Culpa Tuya) through a hidden QR code in one of the movie scenes
Results (exact figures are Amazon confidential):
Culpa Mía ranked as the most watched non-English language Original on Prime Video globally and the 6th highest-ranked title among worldwide Prime Video launches in the previous 24 months .
Fan Engagement & Social Performance:
The most successful social title in Spain .
The trailer became the most-watched trailer in Spain on the day of release.
Campaign Performance:
ATL campaign achieved high recognition among A18-24, with efficiencies in cost savings.
PR activities delivered the highest result for Prime Video Spain
increase in brand perception among 18-24-year-olds.
Content & Audience Performance:
Outperformed viewership expectations, especially in key markets like Spain and Latin America.
IMDB rating of 7.3, with a high re-watch rate—far exceeding the YA genre benchmark.
Talent
Culpa mía co-protagonists Gabriel Guevara and Nicole Wallace saw their social followers skyrocket from 225k/422k into 6.4M/4.5M respectively
