MercadoLibre is a public e-commerce company listed in NASDAQ (NASDAQ: MELI). They are one of the leading technology companies in Latin America and are present in 20 countries in the region with more than 166 million active users.
Mercado Libre is growing fast across Latam, this growth demands a great creative capacity to communicate all their different campaigns. In order to make this possible they needed a great creative production and at a high speed, impossible to generate by creative agency. This is where Herolens’ technology came into play.
Creative production at scale
In 3 months we managed to launch more than 20 campaigns with more than 2 thousand creatives generated dynamically for Argentina, Brazil, Colombia, Chile, Mexico and Uruguay. Each one running with more than 10 different sizes for different networks and medios directos. Only Hot Sale Mexico led a production of more than 1000 creatives, communicating 18 different product categories in 12 sizes during 4 instances.
Multiple Networks & formats
Videos and images were also exported for Facebook generated dynamically through the same technology. All creatives followed the MercadoLibre brand manual, maintaining a high design level. The average delivery time of dynamic creatives during all the campaigns was less than 2 days thanks to the automation in the generation of the creatives, being the launch of campaigns between 3 and 7 days.
Speed & Flexibility
In this way in just days it was possible to do the work that a creative production agency would have taken months and a lot of resources, gaining great speed and flexibility in the total of the campaign. Not only was possible the launch of the campaigns in record time due to the creative production differential and the speed of communication achieved, but also the minimization of error at design level, the maintenance of the CTR and radical increase in the deal reach.
To make this possible, different benefits of the platform were used:
Dynamic templates were designed to adapt easily to most of the different campaigns to be communicated.
Exporter of videos and images
This creative were exported in video and images format to extend the campaign on Facebook
Was used to create campaigns with calendar rules and also taking contextual rules of the temperature and moment of the day.
It was added to the Hot Sale campaigns to generate urgency and communicate how much time was left of the promotion.
Integration with the recommendations engine
Through the technology it was possible to automate the creative generation for performance campaigns, using the MercadoLibre’s recommendation engine.
Vamos a buscar la gloriaCreative with different product categories
Winter SeasonCreative with temperature and time of day rule
Product TemplateTemplate we used for several campaigns
Unboxing daysBranding creative
"In Herolens we found a strategic partner with a great creative and engineering team that, together with our marketing and IT team, managed to scale our strategic programmatic campaigns. As a result of this work together we developed a solution that allows us to integrate our own algorithms and business rules generating greater value and relevance to the users; as well as improving our campaigns and speed of delivery."
Acquisition Marketing Manager