{"id":64431,"date":"2026-02-25T15:54:09","date_gmt":"2026-02-25T14:54:09","guid":{"rendered":"https:\/\/cronuts.digital\/caso-de-exito\/the-london-no1-x-gonzalez-byass-estrategia-digital-defensiva-i-de-sell-out-al-mercat-de-dinamarca\/"},"modified":"2026-09-07T17:21:17","modified_gmt":"2026-09-07T15:21:17","slug":"the-london-no1-x-gonzalez-byass-estrategia-digital-defensiva-i-de-sell-out-al-mercat-de-dinamarca","status":"publish","type":"caso-de-exito","link":"https:\/\/cronuts.digital\/ca\/caso-de-exito\/the-london-no1-x-gonzalez-byass-estrategia-digital-defensiva-i-de-sell-out-al-mercat-de-dinamarca\/","title":{"rendered":"THE LONDON N\u00ba1 x Gonzalez Byass Estrat\u00e8gia digital defensiva i de sell-out al mercat de Dinamarca"},"content":{"rendered":"","protected":false},"author":7,"featured_media":64432,"template":"","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"estrat\u00e8gia digital defensiva","_yoast_wpseo_title":"Cas d'\u00c8xit: THE LONDON N\u00ba1 Estrat\u00e8gia digital defensiva","_yoast_wpseo_metadesc":"Estrat\u00e8gia de Paid Media al canal de Meta Ads per a una de les marques de Gonzalez Byass, The London N\u00ba1.","schema_jsonld":"{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"additionalType\":\"https:\/\/schema.org\/CaseStudy\",\"@id\":\"https:\/\/cronuts.digital\/ca\/caso-de-exito\/the-london-no1-x-gonzalez-byass-estrategia-digital-defensiva-i-de-sell-out-al-mercat-de-dinamarca\/#article\",\"headline\":\"THE LONDON N\u00ba1 x Gonzalez Byass Estrat\u00e8gia digital defensiva i de sell-out al mercat de Dinamarca\",\"description\":\"Estrat\u00e8gia de Paid Media al canal de Meta Ads per a una de les marques de Gonzalez Byass, The London N\u00ba1.\",\"datePublished\":\"2026-02-25T15:54:09+01:00\",\"dateModified\":\"2026-02-25T15:54:09+01:00\",\"author\":{\"@type\":\"Person\",\"@id\":\"https:\/\/cronuts.digital\/equipo\/albert-puig\/#person\",\"name\":\"Albert Puig Nav\u00e0s\",\"url\":\"https:\/\/cronuts.digital\/equipo\/albert-puig\/\"},\"publisher\":{\"@id\":\"https:\/\/cronuts.digital\/#organization\"},\"mainEntityOfPage\":{\"@id\":\"https:\/\/cronuts.digital\/ca\/caso-de-exito\/the-london-no1-x-gonzalez-byass-estrategia-digital-defensiva-i-de-sell-out-al-mercat-de-dinamarca\/#webpage\"},\"isPartOf\":{\"@id\":\"https:\/\/cronuts.digital\/#website\"},\"inLanguage\":\"ca-ES\",\"speakable\":{\"@type\":\"SpeakableSpecification\",\"cssSelector\":[\"h1\",\"h2\",\".case-study__lead\",\"[data-speakable]\"]},\"mentions\":[{\"@type\":\"Organization\",\"name\":\"THE LONDON N\u00ba1 x Gonzalez Byass\",\"description\":\"Gonz\u00e1lez Byass \u00e9s un hist\u00f2ric celler espanyol amb seu a Jerez de la Frontera, especialment conegut pel vi fi T\u00edo Pepe i pel seu paper central en el negoci del Jerez.\"}],\"hasPart\":[{\"@type\":\"WebPageElement\",\"name\":\"El reto\",\"description\":\"El projecte es desenvolupa en un context de mercat hostil, marcat per una caiguda generalitzada del 20% a la categoria de ginebra premium a Dinamarca.\"},{\"@type\":\"WebPageElement\",\"name\":\"C\u00f3mo lo hicimos\",\"description\":\"La campanya s'articula mitjan\u00e7ant una estructura d'embut dissenyada espec\u00edficament per optimitzar la inversi\u00f3.\"},{\"@type\":\"WebPageElement\",\"name\":\"Resultados\",\"description\":\"Resultats clau (Desembre): Vendes Flat (0%) vs any passat (mercat -20%). +2,5M impressions, +1M interaccions, +540K visualitzacions.\"}],\"additionalProperty\":[{\"@type\":\"PropertyValue\",\"name\":\"Impressions\",\"value\":\"+2,5M\"},{\"@type\":\"PropertyValue\",\"name\":\"Interaccions\",\"value\":\"+1M\"},{\"@type\":\"PropertyValue\",\"name\":\"Visualitzacions de V\u00eddeo\",\"value\":\"+540K\"}],\"citation\":{\"@type\":\"Quotation\",\"text\":\"El nostre distribu\u00efdor es va quedar al\u00b7lucinat dels resultats de depletions de desembre. La campanya de Paid Media amb cronuts.digital ens ha ajudat molt amb el sell-out en off trade.\",\"spokenByCharacter\":{\"@type\":\"Person\",\"name\":\"Brand Manager de The London N1\"}}},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/cronuts.digital\/ca\/caso-de-exito\/the-london-no1-x-gonzalez-byass-estrategia-digital-defensiva-i-de-sell-out-al-mercat-de-dinamarca\/#webpage\",\"url\":\"https:\/\/cronuts.digital\/ca\/caso-de-exito\/the-london-no1-x-gonzalez-byass-estrategia-digital-defensiva-i-de-sell-out-al-mercat-de-dinamarca\/\",\"name\":\"THE LONDON N\u00ba1 x Gonzalez Byass Estrat\u00e8gia digital defensiva i de sell-out al mercat de Dinamarca\",\"isPartOf\":{\"@id\":\"https:\/\/cronuts.digital\/#website\"},\"inLanguage\":\"ca-ES\",\"breadcrumb\":{\"@id\":\"https:\/\/cronuts.digital\/ca\/caso-de-exito\/the-london-no1-x-gonzalez-byass-estrategia-digital-defensiva-i-de-sell-out-al-mercat-de-dinamarca\/#breadcrumb\"}},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/cronuts.digital\/ca\/caso-de-exito\/the-london-no1-x-gonzalez-byass-estrategia-digital-defensiva-i-de-sell-out-al-mercat-de-dinamarca\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Inicio\",\"item\":\"https:\/\/cronuts.digital\/ca\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Casos d'\u00c8xit\",\"item\":\"https:\/\/cronuts.digital\/ca\/casos-de-exito\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"THE LONDON N\u00ba1 x Gonzalez Byass\",\"item\":\"https:\/\/cronuts.digital\/ca\/caso-de-exito\/the-london-no1-x-gonzalez-byass-estrategia-digital-defensiva-i-de-sell-out-al-mercat-de-dinamarca\/\"}]}]}"},"categories":[127,270],"class_list":["post-64431","caso-de-exito","type-caso-de-exito","status-publish","has-post-thumbnail","hentry","category-alimentacio","category-paid-media-2"],"acf":{"nombre_caso_de_exito":"THE LONDON N\u00ba1 x Gonzalez Byass","titulo_caso_de_exito":"Estrat\u00e8gia defensiva i de sell-out al mercat de Dinamarca","descripcion_corta_caso":"Es va executar una estrat\u00e8gia digital defensiva de Paid Media al canal de Meta Ads per a una de les marques de Gonzalez Byass, The London N\u00ba1, durant la campanya de Nadal a Dinamarca. En un context de mercat cr\u00edtic, amb una caiguda de doble d\u00edgit a la categoria de ginebra, la campanya va aconseguir no nom\u00e9s mantenir la visibilitat de la marca, sin\u00f3 estabilitzar les vendes (sell-out) en botiga f\u00edsica i superar el rendiment dels seus principals competidors premium. ","kpi_destacado_texto":"0%","kpi_destacado_numero":"caiguda de vendes mentre la categoria queia un 20%","kpis_del_caso":[{"titulo_del_kpi_caso":"+2,5M","descripcion_del_kpi_caso":"Impressions"},{"titulo_del_kpi_caso":"+1M","descripcion_del_kpi_caso":"Interaccions"},{"titulo_del_kpi_caso":"+540K","descripcion_del_kpi_caso":"Visualitzacions de V\u00eddeo"}],"logo_del_cliente_caso":64435,"logo_negativo_del_cliente":64436,"descripcion_del_cliente_caso":"Gonz\u00e1lez Byass \u00e9s un hist\u00f2ric celler espanyol amb seu a Jerez de la Frontera, especialment conegut pel vi fi T\u00edo Pepe i pel seu paper central en el negoci del Jerez. La seva marca m\u00e9s emblem\u00e0tica \u00e9s el fi <strong>T\u00edo<\/strong> <strong>Pepe<\/strong> , la solera del qual es va establir el 1844 i la icona del qual (ampolla amb barret i jaqueta vermella) \u00e9s un dels s\u00edmbols publicitaris m\u00e9s reconeixibles d'Espanya. A m\u00e9s de Xer\u00e8s i altres vins, el grup comercialitza brandies ( <strong>Lepant, Insuperable, Sobir\u00e0<\/strong> ), destil\u00b7lats com <strong>The London N\u00ba1 Gin, whisky Nomad, rom Flor de Canya<\/strong> i licors de fruites, aix\u00ed com vinagre de Xer\u00e8s i oli d'oliva verge extra sota la marca Hisenda de Bracamonte.  \n<p class=\"my-2 [&+p]:mt-4 [&_strong:has(+br)]:inline-block [&_strong:has(+br)]:pb-2\">Ha estat distingit com un dels grans cellers del m\u00f3n i el 2017 va ser escollit Millor Celler d'Europa al Top 100 de la WAWWJ.El <span class=\"inline-flex\" aria-label=\"Gonz\u00e1lez Byass - Wikipedia, la enciclopedia libre\" data-state=\"closed\">gener<\/span> de 2026 va rebre el premi \u201cMagn\u00edfic Gener\u00f3s\u201d per T\u00edo Pepe Cuatro Palmas Saca 2024 als Premis Magn\u00edfics de la guia Vi2.<\/p>\n<span class=\"inline-flex\" aria-label=\"Gonz\u00e1lez Byass - Wikipedia, la enciclopedia libre\" data-state=\"closed\">\u200b<\/span>","imagen_2_del_cliente":64433,"el_reto_caso":"<p data-path-to-node=\"2\">El projecte es desenvolupa en un <b data-path-to-node=\"2\" data-index-in-node=\"32\">context de mercat hostil<\/b> , marcat per una caiguda generalitzada del <b data-path-to-node=\"2\" data-index-in-node=\"99\">20%<\/b> a la categoria de ginebra premium a Dinamarca. Aquesta contracci\u00f3 del consum planteja un escenari complex on l\u201fefici\u00e8ncia de cada impacte publicitari \u00e9s crucial per mantenir la rellev\u00e0ncia de la marca. <\/p>\n<p data-path-to-node=\"3\">Pel que fa al panorama competitiu, la prioritat se centra a <b data-path-to-node=\"3\" data-index-in-node=\"61\">defensar la nostra posici\u00f3 estrat\u00e8gica<\/b> davant de gegants del sector com Hendricks, Malfy o The Botanist. At\u00e8s que aquestes marques capdavanteres tamb\u00e9 han experimentat reculades en el darrer per\u00edode, s'obre una oportunitat cr\u00edtica per capturar quota de mercat mitjan\u00e7ant una comunicaci\u00f3 m\u00e9s \u00e0gil i dirigida. <\/p>\n<p data-path-to-node=\"4\">A aquest entorn se suma el repte de la <b data-path-to-node=\"4\" data-index-in-node=\"37\">saturaci\u00f3 estacional<\/b> . Durant les tres setmanes clau de Nadal (del 8 al 31 de desembre), l'increment dels costos publicitaris (CPM) exigeix \u200b\u200buna gesti\u00f3 mil\u00b7lim\u00e8trica del pressupost. L'objectiu \u00e9s mitigar la inflaci\u00f3 de preus a les plataformes digitals sense perdre visibilitat en el moment de m\u00e9s intenci\u00f3 de compra de l'any.  <\/p>\n<p data-path-to-node=\"5\">Finalment, l' <b data-path-to-node=\"5\" data-index-in-node=\"15\">objectiu de negoci<\/b> principal \u00e9s donar suport directe al distribu\u00efdor local. L'estrat\u00e8gia est\u00e0 dissenyada per mobilitzar de manera efectiva l'estoc al canal <i data-path-to-node=\"5\" data-index-in-node=\"176\">Off-Trade<\/i> , incentivant el tr\u00e0nsit i la rotaci\u00f3 de producte a les botigues f\u00edsiques per tancar l'exercici amb balan\u00e7os optimitzats. <\/p>","como_lo_hicimos_caso":"<p data-path-to-node=\"2\">La campanya s\u02bbarticula mitjan\u00e7ant una <b data-path-to-node=\"2\" data-index-in-node=\"36\">estructura d\u02bbembut<\/b> dissenyada espec\u00edficament per optimitzar la inversi\u00f3. A la <b data-path-to-node=\"2\" data-index-in-node=\"117\">capa d'abast<\/b> , el focus principal \u00e9s maximitzar la freq\u00fc\u00e8ncia i el record de marca. Aquesta fase es concentra a les zones geogr\u00e0fiques clau del distribu\u00efdor, assegurant que l'impacte arribi de manera priorit\u00e0ria a les regions amb m\u00e9s potencial de venda f\u00edsica.  <\/p>\n<p data-path-to-node=\"3\">Per aprofundir la relaci\u00f3 amb el consumidor, s'implementa una <b data-path-to-node=\"3\" data-index-in-node=\"69\">capa d'interacci\u00f3<\/b> orientada a la qualificaci\u00f3 de l'audi\u00e8ncia. A trav\u00e9s de la generaci\u00f3 de senyals d'inter\u00e8s i l'an\u00e0lisi de les visualitzacions de v\u00eddeo, aconseguim identificar els usuaris m\u00e9s receptius, filtrant el tr\u00e0nsit cap a perfils amb m\u00e9s probabilitat de conversi\u00f3. <\/p>\n<p data-path-to-node=\"5\">A l'apartat visual, la campanya aposta per <b data-path-to-node=\"5\" data-index-in-node=\"46\">creativitats d'alt impacte<\/b> mitjan\u00e7ant l'\u00fas de formats <i data-path-to-node=\"5\" data-index-in-node=\"104\">Bumper<\/i> . Aquests v\u00eddeos curts, entre 3 i 5 segons, estan optimitzats per al consum r\u00e0pid en dispositius m\u00f2bils, permetent captar latenci\u00f3 de lusuari en entorns digitals saturats sense generar fricci\u00f3. <\/p>\n<p data-path-to-node=\"6\">El missatge central d'aquestes peces refor\u00e7a l'exclusivitat de la marca sota el posicionament <b data-path-to-node=\"6\" data-index-in-node=\"96\">\u201cThe One & Only\u201d<\/b> . Aquesta narrativa de distinci\u00f3 es potencia amb la col\u00b7laboraci\u00f3 de <b data-path-to-node=\"6\" data-index-in-node=\"178\">creadors de contingut i microinfluencers<\/b> de refer\u00e8ncia a Dinamarca, que aporten autenticitat i una connexi\u00f3 directa amb la cultura local de consum premium. <\/p>\nDescobreix els nostres <a href=\"https:\/\/cronuts.digital\/estrategia-digital-de-paid-media\/\">Serveis de Google Ads per a empreses del sector de Food&Beberage<\/a>\n\nUn pilar fonamental de l'execuci\u00f3 va ser la <b data-path-to-node=\"2\" data-index-in-node=\"44\">col\u00b7laboraci\u00f3 estrat\u00e8gica amb perfils especialitzats<\/b> , destacant la participaci\u00f3 de referents com <i data-path-to-node=\"2\" data-index-in-node=\"145\">The Cocktail Blog<\/i> . Aquesta sinergia va permetre generar contingut org\u00e0nic d'alta qualitat que va refor\u00e7ar l'autoritat de la marca al sector. En delegar part de la narrativa en experts, aconseguim augmentar la credibilitat davant del consumidor final sense elevar els costos interns de producci\u00f3, optimitzant aix\u00ed el retorn de la inversi\u00f3.  \n\nEn un per\u00edode de gran volatilitat, la marca va demostrar una notable <b data-path-to-node=\"4\" data-index-in-node=\"65\">resili\u00e8ncia davant del mercat<\/b> . Mentre les grans firmes del sector experimentaven reculades significatives, la inversi\u00f3 constant a <i data-path-to-node=\"4\" data-index-in-node=\"203\">Paid Media<\/i> va permetre a <b data-path-to-node=\"4\" data-index-in-node=\"225\">The London N\u00ba1<\/b> mantenir-se estable. Aquesta estrat\u00e8gia no nom\u00e9s va evitar la caiguda en vendes, sin\u00f3 que va actuar com un aut\u00e8ntic \"escut protector\" de la nostra quota de mercat ( <i data-path-to-node=\"4\" data-index-in-node=\"391\">market share<\/i> ) davant de l'agressivitat de la compet\u00e8ncia.  \n\nL'\u00e8xit de la campanya es reflecteix directament a l' <b data-path-to-node=\"6\" data-index-in-node=\"53\">impacte sobre el Sell-Out<\/b> . Les dades facilitades pel distribu\u00efdor confirmen que la pressi\u00f3 digital exercida durant les setmanes clau es va traduir en un moviment real d'inventari al canal <i data-path-to-node=\"6\" data-index-in-node=\"249\">Off-Trade<\/i> . La tra\u00e7abilitat de l'estrat\u00e8gia demostra que la visibilitat en l\u00ednia va ser el motor principal per incentivar la compra a botigues f\u00edsiques, complint amb l'objectiu primordial de mobilitzar l'estoc.  \n\nFinalment, l\u201fan\u00e0lisi de dades va permetre una <b data-path-to-node=\"8\" data-index-in-node=\"46\">optimitzaci\u00f3 del mix d\u201faudi\u00e8ncia<\/b> amb troballes clau per al futur. Tot i que el segment jove (25-34 anys) \u00e9s capa\u00e7 de generar volum i conversa, es va identificar que el p\u00fablic s\u00e8nior (majors de 45 anys) \u00e9s el que presenta m\u00e9s comprom\u00eds i fidelitat en mercats madurs com el dan\u00e8s. Aquesta segmentaci\u00f3 estrat\u00e8gica permet ara refinar les futures inversions per prioritzar els n\u00ednxols de m\u00e9s valor de vida del client ( <i data-path-to-node=\"8\" data-index-in-node=\"479\">LTV<\/i> ).  ","mostrar_video_caso":["Mostrar Video"],"mostrar_quote_caso":["Mostrar Quote"],"video_del_caso":"https:\/\/www.youtube.com\/watch?v=NCpaTEwt0pI","quote_cliente_caso":"\"El nostre distribu\u00efdor es va quedar al\u00b7lucinat dels resultats de depletions de desembre. La campanya de Paid Media amb cronuts.digital ens ha ajudat molt amb el sell-out en off trade. Mentre veiem que la categoria de ginebra cau un -20%, The London n\u00ba1 es mant\u00e9 flat versus any passat. A m\u00e9s, cauen les grans marques premium.\"","quote_nombre_caso":"Brand Manager de The London N1  ","quote_cargo_caso":"a Gonzalez Byass","resultados_caso":"<b>La campanya de Nadal de The London N\u00ba1 \u00e9s un exemple de com una estrat\u00e8gia de Paid Media ben executada pot revertir tend\u00e8ncies negatives del mercat.<\/b>\r\n<ul>\r\n<li><strong>Vendes (depletions)<\/strong>: marca plana (0%) davant de l'any anterior, en un mercat que queia un 20%.<\/li>\r\n<li><strong>+2,5 milions d'impressions<\/strong> i <strong>+1 mili\u00f3 d'interaccions<\/strong> a les tres setmanes clau de Nadal.<\/li>\r\n<li><strong>+540.000 visualitzacions de v\u00eddeo<\/strong>, amb m\u00e9s de 130.000 reproduccions completes.<\/li>\r\n<li>Es va mantenir la posici\u00f3 de marca l\u00edder davant de la caiguda dels principals competidors premium, amb impacte directe en el sell-out del canal Off-Trade.<\/li>\r\n<\/ul>\r\n<iframe 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