{"id":18161,"date":"2025-03-31T10:49:04","date_gmt":"2025-03-31T08:49:04","guid":{"rendered":"https:\/\/letsrebold.com\/?post_type=case_study&#038;p=18161"},"modified":"2025-11-13T10:25:05","modified_gmt":"2025-11-13T09:25:05","slug":"activacion-estrategica-basada-en-datos-el-exito-de-puy-du-fou-en-2024","status":"publish","type":"case_study","link":"https:\/\/letsrebold.com\/es\/case-study\/activacion-estrategica-basada-en-datos-el-exito-de-puy-du-fou-en-2024\/","title":{"rendered":"Activaci\u00f3n estrat\u00e9gica basada en datos: el \u00e9xito de Puy du Fou en 2024"},"content":{"rendered":"\n\n<div id=\"aperturaTrabajoInsight-block_57c5c72916a03c82f8770dae76be3d5e\" class=\"aperturaTrabajoInsight \">\n        <section class=\"hero hero-case animated active\">\n        <div class=\"container\">\n            <article>\n                <span class=\"hero_tag\">Case study                <p style=\"font-size: 2.2rem;line-height: 3.9rem;letter-spacing: -.05rem;font-family: 'Roboto';font-weight: 300;\">\n                        Puy du Fou                    <\/p>\n                <\/span>\n                <!--<span class=\"hero_brand\"><\/span>-->\n                <h1 class=\"hero_title\"><p style=\"margin-top:5rem\">Activaci\u00f3n estrat\u00e9gica basada en datos: el \u00e9xito de Puy du Fou en 2024<\/p><\/h1>\n            <\/article>\n        <\/div>\n        <picture class=\"hero_image\">\n            <img decoding=\"async\" loading=\"lazy\" width=\"1425\" height=\"713\" src=\"https:\/\/letsrebold.com\/wp-content\/uploads\/2025\/04\/PuyDuFou_Case.jpg\" class=\"attachment-img-header size-img-header wp-post-image\" alt=\"Activaci\u00f3n estrat\u00e9gica basada en datos: el \u00e9xito de Puy du Fou en 2024\" title=\"Activaci\u00f3n estrat\u00e9gica basada en datos: el \u00e9xito de Puy du Fou en 2024\">\n        <\/picture>\n    <\/section><!-- .hero -->\n\n\n<\/div>\n<style type=\"text\/css\">\n    .backendStyle{\n        background-color: #f0f0f1;\n        padding: 20px 40px;\n        border: #adb2ad solid 1px;\n    }\n<\/style>\n\n\n\n<div id=\"infoTipoPost-block_e69d49d0318e487bdd6fc5210df4bb10\" class=\"infoTipoPost\">\n<article>\n    <div class=\"case_header bg-gradient-v2 section\">\n        <div class=\"container\">\n            <div class=\"case_meta\">\n                <span class=\"case_tag\">Rebold Marketing<\/span>\n                <span class=\"case_date\"><\/span>\n                <h2 class=\"case_title\">Convertirse en un destino predilecto\n<\/h2>\n                <div class=\"case_share\">\n                    <a target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/tweet?text=\u00c9chale un vistazo a esta p\u00e1gina: &amp;url=https%3A%2F%2Fletsrebold.com%2Fes%2Fcase-study%2Factivacion-estrategica-basada-en-datos-el-exito-de-puy-du-fou-en-2024%2F\" class=\"ico-twitter-blue ico-small\" data-show-count=\"false\">Tweet<\/a>\n                    <a target=\"_blank\" href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https%3A%2F%2Fletsrebold.com%2Fes%2Fcase-study%2Factivacion-estrategica-basada-en-datos-el-exito-de-puy-du-fou-en-2024%2F\"><span class=\"ico-facebook-blue ico-small\">Publicar<\/span><\/a>\n                    <a href=\"#\" id=\"copy-url\"><span class=\"ico-links-blue ico-small\">Link<\/span><\/a>\n                    <div id=\"copy-url-text\" class=\"case_date d-none\" style=\"margin-top: 1rem\"><p>\u00a1Url copiada!<\/p><\/div>\n\n                <\/div>\n            <\/div>\n            <div class=\"case_text\">\n                <p>Puy du Fou, parque de espect\u00e1culos inspirado en la historia de Espa\u00f1a, abri\u00f3 en 2019 con \u00abEl Sue\u00f1o de Toledo\u00bb y, desde 2021, ofrece un parque completo en Toledo, a 80 km de Madrid. Con 10 espect\u00e1culos diurnos y 1 nocturno en 2024, busca ser un destino tur\u00edstico clave. El parque ha sido reconocido como \u201cMejor espect\u00e1culo de Europa\u201d y \u201cParque m\u00e1s Innovador\u201d.\nEn 2023, se encontraba en una situaci\u00f3n de decremento en ventas en el canal B2C (-27%). En 2024, espera aumentar estas ventas y fortalecer su reconocimiento de marca.\n<\/p> <\/div>\n        <\/div>\n    <\/div><!-- .case_header -->\n<\/article>\n<\/div>\n\n\n<div id=\"info2-block_ef9b84dacbbfa4de2ad4917c270be1a3\" class=\"info2\">\n    <article>\n        <div class=\"case_body section\">\n            <div class=\"container\">\n                <h2 class=\"case_subtitle\">Una estrategia basada en datos y estacionalidad\n<\/h2>\n                <div class=\"case_text  case_cols\">\n                    <div>\n                        <p><p>La estrategia publicitaria de tres etapas incluy\u00f3: identificaci\u00f3n de audiencias, estacionalidad y media mix.<br \/>\nPara audiencias, ISPD Engage y datos de AIMC\/TGI, Global Web Index y Yougov definieron un perfil de alta conversi\u00f3n: adultos de m\u00e1s de 35 a\u00f1os, NSE medio-alto, de provincias cercanas a Toledo, interesados en historia y eventos en vivo, agrupados en cuatro segmentos clave.<br \/>\nEn estacionalidad, se analizaron activaci\u00f3n de categor\u00eda y visitas para optimizar campa\u00f1as en cuatro temporadas clave m\u00e1s una de pre-apertura.<br \/>\nEl media mix se optimiz\u00f3 con ISPD Compass, maximizando impacto seg\u00fan puntos de contacto, alcance, ROI y CPM.<\/p>\n<\/p>\n                    <\/div>\n                    <div>\n                        <p><p>Las campa\u00f1as de 2024 comenzaron en febrero con la pre-apertura y se monitorean semanalmente a trav\u00e9s de ISPD Cockpit, un dashboard que sigue los KPIs de eficacia y eficiencia. La medici\u00f3n de eficacia incluye el seguimiento semanal de ventas B2C y mensual de la salud de marca (notoriedad, consideraci\u00f3n e intenci\u00f3n de compra). En cuanto a eficiencia, se controlan m\u00e9tricas como CPA, impresiones, CPM, clics, CTR, CPC y conversiones para realizar ajustes continuos. La optimizaci\u00f3n se realiza en tiempo real con ISPD Winds mediante modelos de atribuci\u00f3n MTA, mientras que ISPD Waves ajusta la estrategia cada seis meses y proyecta resultados futuros, maximizando el ROI en medios.<\/p>\n<\/p>\n                    <\/div>\n\n\n\n                <\/div>\n            <\/div>\n        <\/div><!-- .case_body -->\n    <\/article>\n\n<\/div>\n\n\n\n<div id=\"imagen-block_632ac3c9432d7fd315b4a495f12b9323\" class=\"imagen\">\n            <div class=\"image\">\n            <img decoding=\"async\" loading=\"lazy\" width=\"1061\" height=\"300\" src=\"https:\/\/letsrebold.com\/wp-content\/uploads\/2025\/04\/PuyDuFou_Case_img2-1061x300.jpg\" class=\"attachment-img-header size-img-header wp-post-image\" alt=\"PuyDuFou_Case_img2\" title=\"PuyDuFou_Case_img2\">\n        <\/div>\n        \n\n<\/div>\n\n\n<div id=\"cita-block_0a4d3293609e2cd4a929928eb29ea821\" class=\"cita\">\n        <article>\n            <div class=\"claim section \">\n                <div class=\"container\">\n                    <h3><strong>Resultados que muestran una mejora en reconocimiento de marca y en interacci\u00f3n con los consumidores:\n<\/strong><\/h3>\n                <\/div>\n            <\/div>\n        <\/article>\n<\/div>\n\n\n\n<div id=\"cifras-block_f9f98b90a553b7c159543d24e1b40c8a\" class=\"cifras\">\n    <article>\n        <div class=\"totals \" id=\"totals\">\n            <ul class=\"container\">\n                            <li>\n                    <strong>\n                        +                        <span class=\"js-counter\" data-value=\"34\">0<\/span>\n                                                %                    <\/strong>\n                    <p>Ventas B2C<\/p>\n                <\/li>\n                            <li>\n                    <strong>\n                        +                        <span class=\"js-counter\" data-value=\"9\">0<\/span>\n                                                 pps                    <\/strong>\n                    <p>Awareness<\/p>\n                <\/li>\n                            <li>\n                    <strong>\n                        +                        <span class=\"js-counter\" data-value=\"25\">0<\/span>\n                                                %                    <\/strong>\n                    <p>Tr\u00e1fico Web<\/p>\n                <\/li>\n                            <li>\n                    <strong>\n                        +                        <span class=\"js-counter\" data-value=\"26\">0<\/span>\n                                                %                    <\/strong>\n                    <p>Llamadas<\/p>\n                <\/li>\n                        <\/ul>\n        <\/div>\n    <\/article>\n<\/div>\n\n\n\n<figure class=\"wp-block-embed aligncenter is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"FOA BCN Rebold y Puy du Fou Espa\u00f1a - Una marca haciendo historia\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/mPuYtOnjp9M?start=738&#038;feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <div id=\"exitoRelacionados-block_bed4c369ba6651020ca07a40c93a1e34\" class=\"exitoRelacionados\">\n        <section class=\"related active\">\n            <div class=\"container\">\n                <span class=\"related_title\">Casos de \u00e9xito relacionados\n<\/span>\n                <div class=\"swiper-related\">\n                    <div class=\"swiper\">\n                        <div class=\"swiper-wrapper\">\n                                                    <\/div>\n                    <\/div>\n                    <a class=\"swiper-button-prev\" href=\"#\"><span class=\"ico-left\">Anterior<\/span><\/a>\n                    <a class=\"swiper-button-next\" href=\"#\"><span class=\"ico-right\">Siguiente<\/span><\/a>\n                <\/div>\n            <\/div>\n        <\/section><!-- .related -->\n    <\/div>\n\n\n\n\n<div id=\"contacto-block_49d241b8c74fad4fcaeb21c814fff89d\" class=\"contacto\">\n    <section class=\"hero hero-contact bg-gradient active\">\n        <div class=\"container\">\n            <article>\n                                <h3 class=\"hero_title\"><p style=\"margin-top:5rem\">\u00bfHas pensado lo que tu marca\u00a0<strong>podr\u00eda conseguir<\/strong>?\n<\/p><\/h3>\n                                <a class=\"hero_link_v2\" href=\"https:\/\/letsrebold.com\/es\/contacto\/\" alt=\"Cont\u00e1ctanos\" title=\"Cont\u00e1ctanos\">\n                    <span>Cont\u00e1ctanos<\/span>\n                    <img decoding=\"async\" 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