Mahou-San Miguel Group

From massive impact to segmented execution.

The project consisted in the design and implementation of the relational strategy of the group’s brands.

The first task was to identify the key behavior that each of the brands wanted to activate among their different audiences (consumers, buyers, fans, …) through digital media.

Then we implemented the technology that was needed to manage, in real time, the identities of users (capturing, modeling and storing their personal and social data and their digital interactions).

Finally, we designed and implemented a segmented activation plan based on a continuous exercise of analyzing and launching personalized actions.