Success story

How Clarín keeps 20 to 30 campaigns running every month

Client: Clarín
Industry: Media & Publishing
Website: clarin.com

Services

Creative Studio
ppc

The challenge

Clarín doesn't have a campaign: it has a calendar. Between 20 and 30 campaigns a month, spread across the Adidas, 365, Vacaciones, Jetsmart, Cine, and Recetas verticals, with creative that rotates every week and small budgets per campaign. Each one needs its full set of formats for social and display. Producing that asset by asset isn't expensive: it's impossible.

Nine months of continuous production for six different verticals, each with its own audience and tone, all under the same brand. The system handles the volume (every concept adapted to the nine formats social and display require) so the team's time goes into deciding what to say, not into adapting.

ACTION PLAN

How we approached it

One concept, nine formats

Every campaign ships with its full set: the three social formats and the six display formats, from the 300×50 banner to the 160×600 skyscraper. It's not the same asset cropped nine times; it's the same concept solved for each placement.

Six verticals that don't look alike

Adidas, 365, Vacaciones, Jetsmart, Cine, Recetas. Each vertical speaks to a different audience and has to look different, but all of them have to look like Clarín.

Generative video within the same workflow

“No te quedes afuera” (“Don't miss out”) was produced with generative AI and shipped in the four aspect ratios the platforms require. It wasn't a side experiment: it went into the same calendar, on the same timelines.

Numbers that speak for themselves.

Verticals: 6
Formats per campaign: 9
Campaigns per month: 20-30
Of continuous production: 9 months

The challenge wasn't one campaign: it was next month

Anyone can make one good piece of creative. Sustaining twenty a month, with weekly rotation and no visible drop in quality, is a systems problem, and it gets solved as a system, not by hiring more people.

That’s why volume doesn’t compete with quality. When adapting stops eating up the team’s time, that time goes back where it matters: figuring out what to say in the next campaign.

RESULTS THAT KEEP GROWING