{"id":73713,"date":"2026-10-06T16:27:36","date_gmt":"2026-10-06T14:27:36","guid":{"rendered":"https:\/\/cronuts.digital\/?post_type=caso-de-exito&#038;p=73713"},"modified":"2026-10-06T16:36:06","modified_gmt":"2026-10-06T14:36:06","slug":"vinas-del-vero-paid-media-meta-ads","status":"publish","type":"caso-de-exito","link":"https:\/\/cronuts.digital\/ca\/caso-de-exito\/vinas-del-vero-paid-media-meta-ads\/","title":{"rendered":"Vi\u00f1as del Vero: paid media a Meta amb un CPM de 0,62 \u20ac"},"content":{"rendered":"","protected":false},"author":8,"featured_media":73716,"template":"","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"paid media a Meta","_yoast_wpseo_title":"Vi\u00f1as del Vero: cas d'\u00e8xit de paid media a Meta Ads","_yoast_wpseo_metadesc":"Com gestionem el paid media de Vi\u00f1as del Vero a Meta Ads: m\u00e9s d'1,4M d'impressions, 54.868 interaccions i un CPM de 0,62 \u20ac a Casa Vero.","schema_jsonld":""},"categories":[127,270],"class_list":["post-73713","caso-de-exito","type-caso-de-exito","status-publish","has-post-thumbnail","hentry","category-alimentacio","category-paid-media-2"],"acf":{"nombre_caso_de_exito":"Vi\u00f1as del Vero","titulo_caso_de_exito":"Paid media a Meta: amplificar el que ja funciona","descripcion_corta_caso":"Gestionem el paid media de Vi\u00f1as del Vero a Meta Ads amb un principi clar: nom\u00e9s amplifiquem el contingut org\u00e0nic que ja t\u00e9 tracci\u00f3, i el concentrem en les seves tres fites de marca. Resultat: m\u00e9s d'1,4 milions d'impressions i un CPM de 0,62 \u20ac a Casa Vero.","kpi_destacado_texto":"0,62 \u20ac","kpi_destacado_numero":"CPM a la campanya d'awareness de Casa Vero (246.830 persones assolides)","kpis_del_caso":[{"titulo_del_kpi_caso":"+1,4M","descripcion_del_kpi_caso":"Impressions a Meta Ads entre mar\u00e7 i setembre de 2026"},{"titulo_del_kpi_caso":"54.868","descripcion_del_kpi_caso":"Interaccions a la campanya de verema"},{"titulo_del_kpi_caso":"2:33","descripcion_del_kpi_caso":"Temps mitj\u00e0 de visualitzaci\u00f3 dels reels de verema"}],"logo_del_cliente_caso":73699,"logo_negativo_del_cliente":73700,"descripcion_del_cliente_caso":"<strong>Vi\u00f1as del Vero<\/strong> \u00e9s un dels cellers de refer\u00e8ncia de la <strong>D.O. Somontano<\/strong>, al Pirineu aragon\u00e8s, i forma part del grup Gonz\u00e1lez Byass. La seva identitat est\u00e0 molt lligada al <strong>territori, la verema i l'experi\u00e8ncia de marca<\/strong>.\r\n\r\nEl seu calendari gira al voltant de tres moments clau: el <strong>llan\u00e7ament de producte<\/strong> al mar\u00e7, la <strong>verema<\/strong> entre juny i setembre i <strong>Casa Vero<\/strong>, el seu festival gastron\u00f2mic i musical de temporada alta.\r\n\r\nCronuts Digital gestiona el seu <strong>paid media a Meta<\/strong> (Facebook i Instagram) amb una estrat\u00e8gia constru\u00efda al voltant d'aquestes tres fites.","imagen_2_del_cliente":"","el_reto_caso":"Gestionar el paid media d'una marca tan lligada al seu territori exigeix alguna cosa m\u00e9s que optimitzar licitacions i controlar el pressupost. Cal saber <strong>quan l'audi\u00e8ncia \u00e9s m\u00e9s receptiva<\/strong> i quin contingut genera retenci\u00f3 real.\r\n\r\nEl model habitual en paid social (llan\u00e7ar diverses creativitats, esperar a veure quina funciona i escalar la guanyadora) t\u00e9 un <strong>cost d'aprenentatge elevat<\/strong> i malbarata pressupost en assets que mai no s'enlairen.\r\n\r\nA aix\u00f2 s'hi suma la <strong>fatiga publicit\u00e0ria<\/strong>: a Meta, la mateixa creativitat mostrada massa vegades a la mateixa audi\u00e8ncia dispara el CPM, enfonsa el CTR i perd distribuci\u00f3. El repte era repartir l'esfor\u00e7 entre construir marca i activar l'audi\u00e8ncia sense cremar el contingut.","como_lo_hicimos_caso":"Vam construir una arquitectura de campanyes a Meta que combina criteri de gesti\u00f3, rotaci\u00f3 d'assets i pres\u00e8ncia sostinguda en els moments que defineixen la marca.\r\n<h3>L'org\u00e0nic com a senyal, el paid com a amplificador<\/h3>\r\nAbans d'invertir un euro, analitzem com respon l'audi\u00e8ncia en org\u00e0nic: quin format ret\u00e9, quin post genera conversa, quin reel es comparteix. <strong>Nom\u00e9s escalem en paid el contingut que ja ha demostrat tracci\u00f3<\/strong>. Aix\u00ed es redueix el cost d'aprenentatge i l'efici\u00e8ncia arriba des del primer dia de campanya.\r\n<h3>Rotaci\u00f3 d'assets planificada<\/h3>\r\n<ul>\r\n \t<li><strong>Per placement:<\/strong> un mateix concepte s'adapta a reel, story i feed, cadascun amb les seves pr\u00f2pies regles d'atenci\u00f3 i retenci\u00f3.<\/li>\r\n \t<li><strong>Per objectiu:<\/strong> awareness amb missatges de marca amplis, engagement amb contingut de m\u00e9s c\u00e0rrega emocional i tr\u00e0nsit amb una CTA expl\u00edcita.<\/li>\r\n \t<li><strong>Per moment:<\/strong> els assets de llan\u00e7ament caduquen abans; els de territori i proc\u00e9s (verema, Pirineu, celler) aguanten m\u00e9s rotacions sense fatiga.<\/li>\r\n<\/ul>\r\n<h3>Campanyes constru\u00efdes sobre les tres fites de marca<\/h3>\r\n<ul>\r\n \t<li><strong>Llan\u00e7ament (mar\u00e7):<\/strong> campanya d'engagement per activar l'audi\u00e8ncia m\u00e9s fidel com a primer amplificador de la novetat.<\/li>\r\n \t<li><strong>Verema (juny a setembre):<\/strong> des de la campanya de la varietat Gew\u00fcrztraminer fins als reels del proc\u00e9s de verema, el contingut m\u00e9s aut\u00e8ntic del celler.<\/li>\r\n \t<li><strong>Casa Vero (temporada alta):<\/strong> awareness massiu per associar la marca a l'experi\u00e8ncia del festival, en paral\u00b7lel amb campanyes d'engagement sobre l'audi\u00e8ncia amb m\u00e9s afinitat.<\/li>\r\n<\/ul>\r\n<h3>L\u00f2gica de funnel dins de Meta<\/h3>\r\nAl juliol i al setembre vam combinar <strong>awareness i engagement sobre el mateix concepte<\/strong>. Amb una segmentaci\u00f3 i unes exclusions ben definides, cada campanya treballa sobre una capa diferent de l'audi\u00e8ncia: l'awareness sembra el record a escala i l'engagement activa qui ja t\u00e9 afinitat amb la marca.","mostrar_video_caso":"","mostrar_quote_caso":["Mostrar Quote"],"video_del_caso":"","quote_cliente_caso":"No invertim pressupost per descobrir si el contingut funciona. Invertim perqu\u00e8 ja sabem que funciona. Aquesta \u00e9s la difer\u00e8ncia entre gastar i rendibilitzar.","quote_nombre_caso":"Julia Garc\u00eda","quote_cargo_caso":"Head of Paid Media a CRONUTS.DIGITAL","resultados_caso":"Entre mar\u00e7 i setembre de 2026, amb una inversi\u00f3 d'<strong>1.587,72 \u20ac<\/strong>, les campanyes de Vi\u00f1as del Vero a Meta Ads van generar <strong>m\u00e9s d'1,4 milions d'impressions<\/strong>.\r\n<h3>Casa Vero: el CPM m\u00e9s baix del portfolio<\/h3>\r\nLa campanya d'awareness de juliol va arribar a <strong>246.830 persones \u00faniques amb un CPM de 0,62 \u20ac<\/strong>, el m\u00e9s eficient de tot el portfolio analitzat. El refor\u00e7 de setembre va mantenir l'efici\u00e8ncia amb un CPM de 0,65 \u20ac i 112.747 persones assolides.\r\n\r\nNo \u00e9s un accident de subhasta: \u00e9s el resultat de combinar un asset validat en org\u00e0nic, una audi\u00e8ncia ben definida i un moment d'alta receptivitat.\r\n<h3>Verema: engagement i retenci\u00f3 de v\u00eddeo<\/h3>\r\nLa campanya de verema de setembre va generar <strong>54.868 interaccions<\/strong>. Els seus reels van registrar un <strong>temps mitj\u00e0 de visualitzaci\u00f3 de 2 minuts i 33 segons<\/strong>, i el 23% de qui va arribar al primer quart del v\u00eddeo el va veure sencer.\r\n<div style=\"margin: 24px 0; padding: 20px 24px; border: 1px solid rgba(255,255,255,0.12); border-radius: 16px;\">\r\n<p style=\"margin: 0 0 14px;\"><strong>Retenci\u00f3 dels reels de verema<\/strong><\/p>\r\n<p style=\"margin: 0 0 4px; font-size: 14px;\">25% del v\u00eddeo: 21.707 espectadors<\/p>\r\n\r\n<div style=\"height: 14px; width: 100%; background: #E30613; border-radius: 7px; margin-bottom: 12px;\"><\/div>\r\n<p style=\"margin: 0 0 4px; font-size: 14px;\">50% del v\u00eddeo: 11.225<\/p>\r\n\r\n<div style=\"height: 14px; width: 52%; background: #E30613; border-radius: 7px; margin-bottom: 12px;\"><\/div>\r\n<p style=\"margin: 0 0 4px; font-size: 14px;\">75% del v\u00eddeo: 7.901<\/p>\r\n\r\n<div style=\"height: 14px; width: 36%; background: #E30613; border-radius: 7px; margin-bottom: 12px;\"><\/div>\r\n<p style=\"margin: 0 0 4px; font-size: 14px;\">100% del v\u00eddeo: 5.004<\/p>\r\n\r\n<div style=\"height: 14px; width: 23%; background: #E30613; border-radius: 7px;\"><\/div>\r\n<\/div>\r\nLa caiguda m\u00e9s gran es produeix entre el 25% i el 50% del v\u00eddeo, la finestra en qu\u00e8 Meta decideix si un contingut mereix m\u00e9s distribuci\u00f3. A partir d'aqu\u00ed el descens es modera: qui supera el primer quart t\u00e9 un inter\u00e8s real pel contingut.\r\n<h2>En paid social, el criteri val m\u00e9s que el pressupost<\/h2>\r\nVi\u00f1as del Vero demostra que una marca de vi no necessita grans inversions per guanyar visibilitat a Meta. Necessita <strong>invertir en el contingut correcte, en el moment correcte<\/strong>. L'org\u00e0nic filtra qu\u00e8 funciona, la rotaci\u00f3 d'assets evita la fatiga i les fites del celler decideixen quan emp\u00e8nyer.\r\n\r\nEl resultat \u00e9s un model de gesti\u00f3 que <strong>no compra atenci\u00f3, la multiplica<\/strong>: cada euro s'inverteix en contingut ja validat per l'audi\u00e8ncia real.\r\n<h2>Preguntes freq\u00fcents<\/h2>\r\n<h3>Qu\u00e8 vol dir que el paid media amplifica l'org\u00e0nic i no a l'inrev\u00e9s?<\/h3>\r\nQue el proc\u00e9s comen\u00e7a en l'org\u00e0nic: es publica el contingut sense inversi\u00f3, s'observa com respon l'audi\u00e8ncia i, quan hi ha senyals clars de tracci\u00f3 (engagement per sobre de la mitjana, alta retenci\u00f3 en v\u00eddeo, comparticions), aquest contingut s'amplifica amb pressupost en paid.\r\n<h3>Qu\u00e8 \u00e9s la fatiga de creativitat i com es gestiona?<\/h3>\r\nPassa quan la mateixa audi\u00e8ncia veu el mateix anunci massa vegades: la freq\u00fc\u00e8ncia puja, el CTR cau i Meta penalitza l'anunci amb CPM m\u00e9s alts. Es gestiona planificant diverses creativitats per objectiu i adaptant el mateix concepte a reel, story i feed segons la freq\u00fc\u00e8ncia acumulada.\r\n<h3>Per qu\u00e8 combinar awareness i engagement en la mateixa campanya de marca?<\/h3>\r\nPerqu\u00e8 busquen coses diferents en la mateixa audi\u00e8ncia. L'awareness maximitza quantes persones veuen la marca; l'engagement aconsegueix que una part d'elles hi interactu\u00ef. Amb p\u00fablics ben segmentats, les dues capes es reforcen en lloc de competir.\r\n<h3>Qu\u00e8 \u00e9s un bon temps mitj\u00e0 de visualitzaci\u00f3 de v\u00eddeo a Meta?<\/h3>\r\nDep\u00e8n de la durada del v\u00eddeo. En reels de 30 a 60 segons, superar els 15 segons ja \u00e9s un bon senyal. En contingut de marca m\u00e9s llarg, mantenir l'audi\u00e8ncia m\u00e9s de dos minuts nom\u00e9s s'aconsegueix amb un asset realment rellevant per a ella.\r\n<h3>Com es decideix l'objectiu de cada campanya a Meta Ads?<\/h3>\r\nSegons el que es vol que passi en aquell moment del calendari: awareness per maximitzar el record de marca, engagement per generar interacci\u00f3 amb contingut d'alta c\u00e0rrega emocional i tr\u00e0nsit quan hi ha una destinaci\u00f3 concreta, com una reserva o una landing de producte."},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.7 (Yoast SEO v28.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Vi\u00f1as del Vero: cas d&#039;\u00e8xit de paid media a Meta Ads<\/title>\n<meta name=\"description\" content=\"Com gestionem el paid media de Vi\u00f1as del Vero a Meta Ads: m\u00e9s d&#039;1,4M d&#039;impressions, 54.868 interaccions i un CPM de 0,62 \u20ac a Casa Vero.\" \/>\n<meta name=\"robots\" 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