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Cencosud Easy boosts traffic quality and increases CTR with dynamic creatives and optimized feeds

RETAIL  |  LATIN AMERICA |  FEEDS & CREATIVES

Overview

Innovation and data powering a unique omnichannel experience in Latin American retail.

 

Cencosud is one of the largest and most diversified retail groups in Latin America, with operations in Argentina, Brazil, Chile, Colombia, and Peru. Its portfolio includes leading brands in supermarkets, department stores, home improvement, shopping centers, and financial services, combining a strong brick-and-mortar presence with a growing e-commerce ecosystem.

With millions of customers and thousands of active SKUs across multiple categories, Cencosud manages a complex omnichannel operation that requires precise inventory control, competitive pricing strategies, and personalized marketing to meet the specific needs of each market.

In recent years, the company has accelerated its digital transformation, investing in advanced analytics, programmatic media buying, and creative personalization to strengthen its position as an innovation leader in the Latin American retail sector.

Cencosud_Supermercados

+63% 

CTR on Meta

+12%

CTR on TikTok

+46%

CTR during Cyber 2025

Challenge

The challenge of transforming the product catalog into creatives that drive quality traffic

 

Easy, part of the Cencosud group, was at a key moment: Meta had become a fundamental pillar of its Performance strategy to generate traffic, but it was necessary to optimize that traffic to ensure it was of the highest quality possible. The hypothesis was clear: on social networks such as Instagram and Facebook, the first impression of a product ad is decisive to capture the user’s attention.

The challenge was that the standard product photos in the catalog communicated very little on their own and failed to convey the relevant purchase drivers for each category. The Easy team therefore aimed to improve key metrics such as CTR, conversion rate, and add-to-cart rate, indicators that would not only reflect more attractive creatives but also higher-quality sessions on the website.

In addition, manually creating personalized creatives for each product or category was unfeasible due to volume and complexity. Easy needed to optimize its creatives and enrich the quality of its feed in a scalable way, with layouts capable of communicating differentiating attributes from the very first user contact, while also allowing quick responses in high-demand moments such as Cyber.

8-Oct-16-2024-11-28-22-7365-AM

Solution

Dynamic creatives and smart feeds to transform the advertising experience

 

With the implementation of the Adsmurai Marketing Platform, Easy integrated the functionalities of Feeds and Creatives to transform the way it managed its catalog campaigns:

  • Customized layouts: the ability to design catalog ads adapted to each category was a long-standing need for Easy. Thanks to the platform, they found the perfect solution to apply dynamic creatives on social media especially on Meta where the first impression of an ad is key to capturing the user’s attention.

  • Personalized attributes: together with Feeds, key information was added to ads, such as gas type, capacity in liters, or whether a water heater was natural draft or forced draft, communicating purchase drivers that a standard photo could not convey.

  • Large-scale automation: the platform made it possible to generate massive, category-specific creatives, something impossible to achieve manually.

  • Strategic events: specific layouts were created for high-demand moments such as Cyber, reinforcing communication and maximizing performance.

  • Scalability with Feeds and Creatives: the combination of both functionalities not only improved campaign quality but also allowed Easy to quickly scale the use of personalized creatives across different categories.

8-Oct-16-2024-11-28-22-7365-AM

Results

Easy improved traffic quality and maximized the performance of its digital campaigns

On Meta, the results were outstanding: CTR increased by 63%, going from 5.89% in March–April to 9.59% in May–June, right after the implementation of Creatives. On TikTok, the improvement was also clear, with a 12% increase in CTR, rising from 2.99% in April to 3.34% in May–June. In a strategic event such as Cyber 2025, Easy achieved a CTR of 8.49%, compared to 5.83% in the 2024 edition, representing a 46% year-over-year improvement.

Beyond the numbers, the impact was also operational and strategic. Automation significantly reduced the time required to produce creatives, freeing the team from manual and repetitive tasks. Catalogs were optimized and enriched with personalized attributes that increased the relevance of each ad, while dynamic creatives highlighted specific purchase drivers that improved session quality and overall performance. The combination of Feeds and Creatives became the key differentiator in the collaboration with Adsmurai, enabling Easy not only to boost its performance on Meta but also to scale its strategy across new platforms with a solid technological foundation prepared for the future.

GdC_Results

 

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La implementación de estrategias full funnel junto con first-party data y el uso de la IA de Google, nos ha permitido conseguir un crecimiento rentable y exponencial en diversas verticales de la marca en el mercado Europeo.
Mauri Carrió
Digital Marketing Manager EMEA, Wilson