Prime Day is the most important promotional shopping event of the year for Amazon. It’s a celebration for Amazon Prime members in which we reward the loyalty of our customers through exclusive and unique discounts (up to 60%-off). In 2023, was the first country (along with Turkey) to hold a 6-day Prime Day event (4 days more than usual). Although Prime Day is well-established among mature marketplaces such as the US and Europe, in Mexico it’s still not top-of-mind among e-commerce customers.

The main challenge was to drive awareness and engagement for the event. This meant we needed to (1) convince non-members to subscribe to the Amazon Prime membership to enjoy Prime Day discounts; (2) entice our current Prime members to participate in the event; while (3) conveying the global positioning “On Prime Day, you’ll feel like a Big Deal”.

Eugenio Derbez made "The Great Delivery" For Amazon Prime members.

We turned the famous Mexican comedian and actor Eugenio Derbez into an Amazon delivery driver and asked him to make the most special deliveries of the year during Prime Day. Eugenio rode an Amazon delivery truck around recognizable neighborhoods in Mexico City, surprising real customers with their packages. We captured their genuine and spontaneous reactions: surprise, excitement, laughter, and even disbelief.

While delivering packages, Eugenio joked around with our customers, used references from local Prime Video exclusive titles (to integrate messaging around the membership’s streaming benefit) and invited people to discover the epic discounts available on Prime Day.

Mexico has several massive industry-wide shopping events like “Hot Sale” in May, and “Buen Fin” in November. Prime Day is unique because it is exclusive for Amazon Prime Members. This is an opportunity for the brand to shine, but also a challenge given that it is still not a Top-of-mind event among Mexican customers.

The strategy was to leverage the uniqueness innate to Prime Day, by blurring the lines between the Prime membership benefits: bringing the brightest Prime Video star to engage with real life people in the real world of our stores business.

Getting an Amazon box delivery is already a powerful moment that will make you smile – imagine if the delivery was made by your favorite celebrity. We generated FOMO among users: only those who purchased during Prime Day could potentially get their packages delivered by Mr Derbez.

We shot and edited several video lifts and formats of Eugenio delivering packages on Day 1 of Prime Day and posted the video on Day 2 of the event.

We used Instagram and TikTok to drive amplification, reach, and consumer engagement. Eugenio also shared the content on his personal accounts.

We used YouTube to drive incremental reach with personalized and contextual audiences and affinity lists, among which we achieved record CTRs of 0.90% (vs 0.5% average), and 40% complete views (vs 30% average) for our long format 2-minute video.

Google-DV360

The campaign reached +20M users on TikTok and 9.9M unique viewers on YouTube. It broke all our engagement records with >100k likes across all platforms 60 coverage earned media press stories.

The campaign drove brand salience incremental Ad-Recall:

+6.8pts on TikTok (vs control)

+1.7pts on YouTube (vs control)

+1pt on META (vs control)

The campaign increased Prime Day consideration across several platforms:

+4.0pts in purchase intent on TikTok (vs. control)

+1.3pts brand consideration on YouTube (vs control)

+0.6pts in purchase intent on META (vs control)

Sources: BLS TikTok, Meta & YouTube DV360.

On, TikTok, view time increased to 12s (+4x vs 2022) and got >151k likes (+71% vs 2022 & +487% vs previous campaigns).

Source: RAP Booking Platform.

And, last but not least, 30% more Prime Members purchased during 2023 Prime Day vs 2024 Prime Day.

Source: internal data, Amazon.