El Buen Fin is the single largest retail moment of the Mexican year, and almost none of the content that runs during it is filmed during it. By November everybody is in a warehouse, so what goes out was shot in September.

Film in September, not November

The window is four days and the preparation is two months. Book creators in August, film in September, edit and approve in October. Brands that start planning in November are buying leftover creator availability at a premium.

Discount clarity beats creative cleverness

Buyers during El Buen Fin are comparing, fast. The video's job is to make the offer legible in the first three seconds: what it is, how much off, until when. A clever narrative wins nothing here.

Interest free instalments are the real hook

Meses sin intereses drives an enormous share of Buen Fin purchases, especially on higher ticket items. If the offer includes it, that fact belongs in the video and not only in the fine print underneath.

Stock and delivery decide what to promote

There is no point pointing traffic at something that will sell out on the first morning or that cannot be delivered before the promised date. Film the deep stock lines and let the creator mention the realistic delivery window.

Plan the leftovers

Film versions without a date or a discount percentage on screen so the same footage carries into December and January. A campaign that produces four videos usable for four days is far more expensive than it looks.

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Frequently asked questions

When should Buen Fin content be filmed?

September, for a November window.

What must the first seconds show?

The offer, plainly and legibly.

What is the strongest hook?

Interest free monthly instalments.

How do you avoid waste?

Film versions without dates on screen.