PRIME VIDEO - !HOLA¡ MAGAZINE BRAND COLLABORATION (2023)

Context: Launch campaign of Prime Video new drama series “Los Farad”, set in 1980s Marbella, following a family's rise in the arms trafficking world.

Challenges: 

• Positioning a new unknown IP

• Differentiate the title from many within drama genre

My Strategic Approach:

Partner with ¡Hola!, the leading celebrity gossip magazine in Spain, to create a special 80s-themed edition featuring Los Farad family as though they were a real family.

Execution

• Gossip-magazine style photoshoot with the cast in character

• 10 pages fake magazine distributed as an insert within the official magazine, in Madrid and Marbella areas (where the series is set).

• Cover: Farad family at their Marbella villa, embodying '80s glamour.

• Inside: fashion spreads, gossip columns hinting at the family's true business, and fake ads reflecting '80s aesthetics and the show's themes.

• No direct mentions to Prime Video or the series.

• Amplification on ¡Hola!'s website and social, bridging content with references to the series launch on Prime Video

Results:

• 25% increase in awareness, with high engagement from Female target demographics.

• Over 1 million organic impressions across social media platforms.

• Ranked the show as the most-watched Prime Video series from EMEA.