Amazon.es, Reyes Magos

Context

• In Spain, the dominant gifting moment isn't December 25th, it's January 6th, when the Reyes Magos (Three Wise Men) bring presents. Christmas Day is celebrated; Reyes is the cultural and commercial peak.
• Analysis of Q4 sales data in Spain showed a substantial post-Christmas sales spike in the first week of January, rivalling the December 18–20 Christmas peak. The demand was clearly there, repeating year on year.
• Amazon's global Q4 campaign treated December 25th as the finish line. There was no Reyes Magos-specific creative, no dedicated media weight in early January, and no positioning of Amazon as a culturally relevant gifting destination in Spain, leaving a meaningful sales window underserved and the brand sounding generic in its largest local gifting moment.

My role and scope

• Local marketing lead for Amazon.es. Spotted the gap in the data, built the internal business case, and led the cross-functional push to land a dedicated Reyes Magos campaign on air.
• Sold the idea up to EMEA and Global Marketing leadership, partnered with creative and media agencies on the Spanish adaptation, and coordinated TV, digital, and OOH delivery against the early-January window.

Goal

• Capture the post-Christmas Reyes Magos sales spike with a culturally credible, dedicated campaign, not a recycled Christmas message running into January.
• Shift the global conversation: get Reyes Magos recognised as a standalone retail moment in Amazon's Q4 calendar, with its own brief, creative, and media budget, not an afterthought to Christmas.
• Do it cost-effectively the first year, so the proof of concept couldn't be killed on budget grounds before it had a chance to perform.

Strategy

• Lead with the data, not the creative idea. Built the case around the Q4 sales curve in Spain, making the cultural insight financially undeniable to leadership outside the market.
• De-risk the pitch by proposing adaptation, not new production: take existing US Q4 creative assets and re-cut, re-script, and re-dub them around Reyes Magos cultural codes (the Three Kings, January 6th, the gift-giving ritual) rather than commissioning a Spain-only shoot.
• Treat year one as a proof point designed to earn permanent budget, meaning the campaign had to be culturally credible enough to land with Spanish audiences AND efficient enough to defend the investment in next year's planning.

Execution

• Localised existing US Q4 creative into a dedicated Reyes Magos campaign, Spanish messaging, dubbing, and cultural cues built around January 6th rather than December 25th.
• Delivered integrated TV, digital, and OOH activation timed to the post-Christmas to January 6th window, with media weight concentrated where the sales data said the demand actually was.
• Used year-one performance to lock in the case for ongoing investment, turning a one-off pitch into a recurring fixture of Amazon's Spanish (and ultimately global) Q4 plan.

Results

• Significant short-term boost to Q4 sales in Spain (exact figures Amazon Confidential).
• Reyes Magos creative became a standard component of Amazon's global Q4 campaign strategy in subsequent years, with dedicated investment allocated, moving the moment from invisible to permanently funded.