A Legacy of Excellence: Tequila Don Ramón x Luis Miguel 2025
Tequila Don Ramón leveraged the power of X to launch a high-impact campaign, elevating brand visibility and engagement through immersive formats and standout performance.
24.7k
Interactions from awareness and engagement campaigns, with a platform-wide engagement rate of 1.44%, nearly 3x the benchmark of 0.50%.
11.13%
CTR on the bundle vs. a 0.15% benchmark, demonstrating extraordinary attention and click intent.
32.3M
Impressions from the always-on phase, generated with a highly visible awareness strategy.
13.7M
Impressions from the Spotlight + Timeline Takeover Bundle, complemented by Hashfetti on launch day.
In April 2025, Tequila Don Ramón unveiled a bold and emotional brand campaign on the X platform, spotlighting its global campaign with iconic artist Luis Miguel.
Running from April 15 to May 31, the campaign combined a major launch moment with immersive video formats and sustained visibility across the awareness funnel. Designed to ignite conversation and drive mass reach, the initiative delivered strong engagement and exceeded key performance benchmarks, reinforcing Tequila Don Ramón’s position as a symbol of Mexican luxury on the global stage.
Campaign objective
Tequila Don Ramón aimed to solidify its status as a premium and culturally relevant brand through a campaign that blended celebrity power with digital innovation. By activating around a moment of national pride and storytelling excellence, the brand sought to maximize reach, build emotional resonance, and drive deep audience interaction transforming awareness into long-term brand equity.
The solution
Our comprehensive social media strategy played a key role in helping Tequila Don Ramón generate massive awareness and engagement during its 2025 campaign. By leveraging immersive X products such as Spotlight, Timeline Takeover, and Hashfetti, the campaign captured immediate attention and delivered record-breaking interaction rates.
The Spotlight + Timeline Takeover bundle ensured the brand dominated the platform on launch day, placing Tequila Don Ramón at the top of users' feeds and homepage—guaranteeing maximum visibility and user engagement. The Hashfetti activation added a celebratory and culturally relevant visual element, reinforcing brand recall and excitement.
As a result of our strategic execution, Tequila Don Ramón not only exceeded industry benchmarks—achieving a 30% engagement rate and 11.13% CTR during the launch—but also maintained steady performance with a 1.44% overall engagement rate throughout the always-on phase. The campaign proved highly effective in amplifying the brand’s voice, connecting with consumers, and elevating its premium positioning in the digital landscape.
Products used:
Keys to Success
The Casa Don Ramón campaign was meticulously structured in phases to maximize its impact and effectiveness. Below is a step-by-step breakdown of the campaign setup, complete with real examples:
01
Launch Phase (April 15)
On launch day, Tequila Don Ramón activated a Spotlight + Timeline Takeover bundle, accompanied by a Hashfettianimation, placing the brand front and center in the cultural conversation.
The bundle delivered 13.7M impressions
Achieved an engagement rate of 30%
Reached a CTR of 11.13%, smashing the 0.15% benchmark
This immersive presence ensured the brand owned the moment, driving massive interaction and visibility.
02
Always On Phase (April 16 – May 31)
After the initial launch, Tequila Don Ramón sustained momentum with reach and engagement campaigns:
Generated 32.3M impressions
Achieved 24,796 interactions
Maintained a 1.44% engagement rate, nearly 3x the industry benchmark
The always-on presence ensured continued exposure while reinforcing the brand message with creative, audience-tailored assets.
The Results?
Extraordinary Launch Impact
With the bundle activation and Hashfetti animation on April 15, Tequila Don Ramón owned the conversation with 13.7M impressions, 11.13% CTR, and a 30% engagement rate, setting a new bar for launch performance.
Sustained Visibility
Over the campaign period, the always-on strategy drove 32.3M impressions, maintaining steady brand presence in high-impact environments.
High Engagement
The campaign registered 24,796 total interactions, with a 1.44% engagement rate, outperforming the platform benchmark of 0.50%.
At Tequila Don Ramón, we believe that greatness lies in the details. Every drop of our tequila is the result of a careful process that honors the land, the agave, and Mexican tradition. That's why our partnership with Luis Miguel was a natural fit: he cares for every note as we care for every drop. We are united by the search for excellence. Our campaign, “The Excellence of Making Tequila,” allowed us to reinforce our commitment to bringing one of Mexico's greatest treasures to the world. Through X, we were able to connect with new audiences who, like us, value authenticity and passion. We are deeply grateful for the support of the X team, which was key to amplifying this message and making it resonate with millions of people throughout Ibero-America.