{"id":1652,"date":"2026-07-23T09:28:00","date_gmt":"2026-07-23T09:28:00","guid":{"rendered":"https:\/\/flyme.myp.com.es\/construyendo-un-icono-pop\/"},"modified":"2026-09-28T16:53:46","modified_gmt":"2026-09-28T16:53:46","slug":"construyendo-un-icono-pop","status":"publish","type":"post","link":"https:\/\/flyme.myp.com.es\/es\/work\/construyendo-un-icono-pop\/","title":{"rendered":"Construyendo un icono pop"},"content":{"rendered":"\n
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C\u00f3mo transformar una marca local en un icono pop<\/h1>\n<\/div>\n\n\n\n
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Cliente: Kaiku Caff\u00e8 Latte<\/p>\n\n\n\n

EstrategiaSocial mediaCampa\u00f1as integradas y marketingContenidos, activaciones y producci\u00f3n<\/p>\n<\/div>\n<\/div>\n\n

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Renovarse o morir. En el idioma de Kaiku Caff\u00e8 Latte: refrescarse \u2013a\u00fan m\u00e1s\u2013 y tirar p\u2019alante con un nuevo posicionamiento de marca, siempre ready para lo que venga. <\/p>\n\n

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EL RETO<\/p>\n\n\n\n

De marca a love brand en tiempo r\u00e9cord<\/p>\n\n\n\n

\u00bfC\u00f3mo conseguimos ser el caf\u00e9 ready to drink #1 en ventas frente a una asentada competencia? \u00bfC\u00f3mo nos consolidamos en el top of mind de los consumidores? \u00bfC\u00f3mo pasamos de ser una marca espectadora a una marca creadora? <\/p>\n<\/div>\n<\/div>\n<\/div>\n\n

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Nuestro primer reto fue ampliar la audiencia de la marca en los canales sociales. Para ello, nos anclamos en una emoci\u00f3n que conecta con todos los p\u00fablicos: el humor. A este componente le sumamos la naturalidad, la transgresi\u00f3n y el paso de always on a always in. Este twist en la estrategia de marca consigui\u00f3 incrementar las ventas, a la vez que pas\u00e1bamos de ser una marca a convertirnos en un icono cultural. <\/p>\n<\/div>\n\n\n\n

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LA ESTRATEGIA<\/p>\n\n\n\n

Todo a la vez en todas partes<\/p>\n\n\n\n

La nueva estrategia de Social implicaba estar en todos aquellos lugares en los que estaban los potenciales consumidores de la marca: un podcast en pleno auge \u2013Estirando el chicle\u2013, la competici\u00f3n en streaming con mayor audiencia \u2013la Kings League\u2013, o la gala de premios dirigida a los mejores creadores de contenido \u2013los \u00cddolo\u2013.<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n

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Aprovechamos el gran potencial de eventos off para llevarlos a nuestro on, manteniendo siempre el nuevo, y ya tan identitario, esp\u00edritu de Kaiku Caff\u00e8 Latte.<\/p>\n<\/div>\n\n\n\n

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Proyectos relacionados<\/h2>\n\t\n\t\n\t
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\n\t\t\t\t\t\t\t\t\t\t\t\"Mahoudrid,\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t

Mahoudrid, Mahoudrid, Mahoudrid<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t

Mahou Cinco Estrellas<\/p>\n\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\n\t\t\t\t

\n\t\t\t\t\t\t\t\t\t\t\t\"Awareness:\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t

Awareness: Una premiere (un)real<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t

Prime Video<\/p>\n\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\n\t\t\t\t

\n\t\t\t\t\t\t\t\t\t\t\t\"De\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t

De la despensa al feed<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t

Isabel<\/p>\n\t\t\t\t\t\t\t<\/a>\n\t\t\t<\/div>\n\t<\/div>\n<\/section>\n","protected":false},"excerpt":{"rendered":"

C\u00f3mo transformar una marca local en un icono pop Cliente: Kaiku Caff\u00e8 Latte EstrategiaSocial mediaCampa\u00f1as integradas y marketingContenidos, activaciones y […]<\/p>\n","protected":false},"author":1,"featured_media":1654,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center 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