{"id":27904,"date":"2025-08-26T05:39:49","date_gmt":"2025-08-26T05:39:49","guid":{"rendered":"https:\/\/www.memob.com\/case-studies\/head-and-shoulders-neem-market-success\/"},"modified":"2025-09-19T15:28:41","modified_gmt":"2025-09-19T15:28:41","slug":"exito-en-el-mercado-del-neem-con-cabeza-y-hombros","status":"publish","type":"case-studies","link":"https:\/\/www.memob.com\/es\/estudios-de-caso\/exito-en-el-mercado-del-neem-con-cabeza-y-hombros\/","title":{"rendered":"Head &amp; Shoulders gana cuota de mercado con segmentaci\u00f3n precisa de audiencia e inteligencia de ubicaci\u00f3n"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Head &amp; Shoulders no se limit\u00f3 a lanzar un nuevo producto en un mercado saturado de soluciones para el cuidado capilar; activ\u00f3 una estrategia espec\u00edfica para llegar a un p\u00fablico con un alto nivel de inter\u00e9s y diversidad cultural. Con la introducci\u00f3n de Head &amp; Shoulders Neem, una variante con un ingrediente ayurv\u00e9dico de gran arraigo, la marca se dirigi\u00f3 a los consumidores del sur de Asia exclusivamente a trav\u00e9s de Lulu Hypermarkets, un canal minorista con una alta penetraci\u00f3n entre los compradores asi\u00e1ticos en los Emiratos \u00c1rabes Unidos. <\/span><\/p>\n<p><b>La Ventaja Estrat\u00e9gica:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Head &amp; Shoulders se asoci\u00f3 con MEmob para implementar un enfoque de marketing de precisi\u00f3n e integral, aprovechando la inteligencia de ubicaci\u00f3n, la segmentaci\u00f3n por nacionalidad y los conocimientos sobre el comportamiento para aislar e involucrar al segmento de consumidores m\u00e1s relevante.<\/span><\/p>\n<p><b>Resultados que redefinieron el \u00e9xito del lanzamiento:<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">1,7% de participaci\u00f3n de mercado en el primer mes, la m\u00e1s alta jam\u00e1s alcanzada por cualquier iniciativa de H&amp;S en el momento del lanzamiento<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">95% de precisi\u00f3n de audiencia, lo que garantiza que el gasto en medios se concentre claramente en los consumidores asi\u00e1ticos<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Aumento del 24,5 % en el recuerdo del anuncio entre audiencias expuestas a creatividades culturalmente alineadas<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">M\u00e1s de 500 clientes potenciales calificados, con una validaci\u00f3n del 100 % de la precisi\u00f3n del p\u00fablico objetivo<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Tasa de conversi\u00f3n del 3,2 % a partir de un proceso de retargeting, superando los par\u00e1metros de referencia de la industria de bienes de consumo de alta rotaci\u00f3n (FMCG)<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\"><strong>Descargue el estudio de caso<\/strong> completo para ver c\u00f3mo Head &amp; Shoulders tradujo precisi\u00f3n en rendimiento y participaci\u00f3n de mercado.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Head &amp; Shoulders no se limit\u00f3 a lanzar un nuevo producto en un mercado saturado de soluciones para el cuidado capilar; activ\u00f3 una estrategia espec\u00edfica para llegar a un p\u00fablico con un alto nivel de inter\u00e9s y diversidad cultural. Con la introducci\u00f3n de Head &amp; Shoulders Neem, una variante con un ingrediente ayurv\u00e9dico de gran [&hellip;]<\/p>\n","protected":false},"featured_media":27579,"template":"","case-study-ctg":[274,249,254],"class_list":["post-27904","case-studies","type-case-studies","status-publish","has-post-thumbnail","hentry","case-study-ctg-beauty-personal-care-es","case-study-ctg-cpg-es","case-study-ctg-retail-es"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.0 (Yoast SEO v27.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Head &amp; Shoulders | MEmob+ Segmentaci\u00f3n precisa para ganar cuota de mercado<\/title>\n<meta name=\"description\" content=\"Head &amp; Shoulders aprovech\u00f3 el marketing minorista de bienestar GCC MEmob+ para conectar eficazmente con los compradores asi\u00e1ticos en los EAU. 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