Culpa Mía, Movie Launch

Context

• Spanish launch of Culpa Mía, the screen adaptation of Mercedes Ron's best-selling YA romance-action novel, the first instalment of a planned trilogy.
• Crowded September window with Netflix releasing competing YA titles into the same 18–24 audience.
• Two largely unknown leads (Gabriel Guevara, Nicole Wallace), a passionate but vocal book fanbase with high expectations, and media restrictions limiting how to reach the 14–18 secondary audience.

My role and scope

• Spain marketing lead for the launch, owned strategy, creative platform, and 13-month rollout from May 2022 announcement to post-launch sequel tease.
• Coordinated Brand, Social, PR, Talent, Partnerships, and Influencer teams plus creative, media and production agencies.
• Briefed leadership on the fan-first strategy and defended a non-traditional spend split that prioritised community activation over pure paid reach.

Goal

• Make Culpa Mía top-of-mind for young adults 18–24 in Spain and Latin America.
• Cement Prime Video as the home for Spanish-language YA content and set up the Culpa trilogy as a multi-year franchise.

Strategy

• Treat the existing book community as the launch's first audience: enlist Mercedes Ron as an active advocate and partner with Penguin Random House on a movie-edition book release to fuse the two fanbases.
• Build creative assets that match the book's look and tone exactly, meet fan expectations before trying to expand them.
• Engineer a 'controlled leak' content strategy: regular drops of posters, stills, BTS, GIFs, stickers, and TikTok challenges fed directly into WhatsApp, Telegram, and fan-club groups for organic amplification.
• Use the original soundtrack as a core campaign asset, not a marketing add-on.
• Layer booktubers, booktokers, and dedicated fan events on top of a solid TV + Social + OOH plan concentrated in fan-heavy cities (Madrid, Barcelona, Málaga).

Execution

• Pre-launch (May 2022 – Apr 2023): show announcement PR, fan-exclusive cast reveal event, weekly social editorial cadence, release-date announcement, and a deliberate poster-leak stunt.
• Pre-launch (May 2023): official trailer drops, exclusive influencer screening, and the Penguin Random House book tie-in release.
• Launch (June 2023): full media activation, Madrid press junket and premiere, an experiential activation in Málaga recreating iconic scenes from the film, and a fan event at the Madrid Book Fair.
• Post-launch: BTS content, fan-led co-creation with branded GIFs and stickers, and a sequel announcement (Culpa Tuya) hidden as a QR code inside one of the film's scenes.

Results

• Most-watched non-English Original on Prime Video globally and 6th highest-ranked title across all worldwide Prime Video launches in the previous 24 months.
• Most successful social title in Spain; the trailer became the most-watched trailer in Spain on day of release.
• Highest-ever PR result for Prime Video Spain and a measurable lift in brand perception among 18–24-year-olds.
• IMDb 7.3 with re-watch rates well above the YA genre benchmark; viewership outperformed forecasts in Spain and Latin America.
• Co-leads Gabriel Guevara and Nicole Wallace grew from 225k / 422k followers to 6.4M / 4.5M respectively.