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In an increasingly competitive digital environment, brands need to stand out not only through price, but also through relevance and differentiation. This was the challenge Stanley faced as it sought to increase its visibility and performance within Mercado Libre.
The Challenge: Standing Out in Key Categories
Stanley aimed to position its products in categories such as Home, Tools, and Garden. The goal was clear: reach specific audiences, highlight product attributes like power, autonomy, and versatility, and turn that visibility into real sales.
The Solution: A Full-Funnel Retail Media Strategy
Stanley partnered with Mercado Ads to implement a full-funnel strategy that spanned from awareness generation to direct sales conversion. They leveraged Mercado Libre’s native and exclusive ad formats, including:
- Sliders on the homepage to showcase new products or special promotions.
- Customized landing pages to enhance the browsing experience and highlight key brand benefits.
- Segmented audiences to engage at decisive moments in the purchase journey.
This strategy allowed Stanley to be present throughout the entire decision-making process with tailored messaging and formats for each stage.
The Results: Performance and Relevance
Stanley achieved:
- Increased visibility during key stages of the conversion funnel.
- Improved targeting of the right audiences with greater precision and less budget dispersion.
- Higher sales within the platform without compromising on branding.
"With Mercado Libre, we were able to reach specific audiences within our category. This improves our performance, but also builds our brand," says Francisco Javier Rojas Campos, Sr. E-commerce Manager at Stanley.
Conclusion
The Stanley case demonstrates that Retail Media is not just a tactical tool, but a strategic lever for brands looking to scale their business on e-commerce platforms. With a clear understanding of consumer behavior and a well-executed plan, it’s possible to drive tangible results across the entire funnel.
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