4. The Case of Conclusion: a campaign that the other hand resulted in diffused positioning,
Mahou-San Miguel, cannibalised the brand? put in the shade by the visibility and success of the
a Success Strategy for advertising campaign.
Commercial Brands Some of the criticisms waged against the Mixta
campaign in the last few years by some marketing,
communication and advertising professionals are Certainly, in the beginning Mixta saw a significant
related to the core strategy suggested by the agency increase of sales; but the number of downloads on
and adopted by the company. YouTube and the number of fans on Facebook and
Tuenti turned out to be inversely proportionate to
The launch of videos that aimed to establish direct the sales processing capacity of the company. This
contact with the target audience of the brand and makes one think how difficult it is to make sure
the viral campaign in social networks and in the that the chosen approach is effective in the long
digital media in general, led to a significant growth run and in terms of the brandâs strength and its
of awareness and recognition of the brand, but on economic performance.
Cases 4