Meet Sharon, a creative designer. Sharon and her team are constantly in survival mode chasing one deadline after another. Amid unclear briefs and multiple feedback loops, the team often has to make a compromise between quality and quality. The result is extended cycle times, extensive rework, low-performing creatives, and productivity leakages. 

For the longest time, creative teams have struggled to keep their head above water under the constant barrage of high volumes and deadlines. Rappi’s design agency found it challenging too, to bring effective campaigns to life across 9 countries. The team faced challenges not only with localizing their creatives on time and at scale but also tracking the performance of their creatives. 

Today, Rappi is on the other side of the battle and has emerged victorious! By leveraging creative automation and actionable insights, the super-app has managed to take their content marketing workflows up several notches. 

Want to know how? Here’s the full story.  

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The two big challenges: Scale & Creative Analytics

As a super-app powering ecommerce growth across Latin America, Rappi’s performance team needs to generate thousands of creatives each month tailored to all 9 markets it caters to. This means creating localized content at scale to get the right message across. 

After this mountain is conquered, the team would need insights on which creatives or messaging is successfully working for the brand to divert its resources to those winning creatives.   

That’s where data-driven design comes in. Data-driven design essentially refers to making design decisions based on data. Rather than depending on intuition or personal experiences, which may often be biased, data-driven design can make creative analytics more objective and design efforts more productive.

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Why traditional creative workflows fall apart at scale

Traditional creative workflows typically have a cycle that looks somewhat like this: getting creative briefs from teams, asynchronous planning during creation of assets, manual brand compliance checks, haphazard creation of adapts, manual publishing and scattered insights across channels – leading to infinite feedback and iteration loops. The result is always chasing deadlines, inefficient performance, and lack of future direction from fragmented performance insights. 

For multi-market brands like Rappi, the process of creative production at scale can be immensely cumbersome if one goes the traditional way. Given the need for personalizing thousands of creatives across markets, monitoring multiple channels requires large-scale, reliable automation.  

Earlier, when Rappi used Smartly for scaling creative production, it simply wasn’t enough. Smartly failed to serve Rappi’s need for deeper creative analytics and finer creative tools. Rappi wanted to cover all bases and make their creative process faster and more efficient.

Rappi turned to Rocketium to tackle both scaling and analytics, making creative production and insight-led content creation easier than ever.

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How Rappi leveraged Rocketium to solve scale and creative performance challenges

Creative automation at scale: Being a global company, Rappi creates thousands of creatives for its many markets. Rocketium’s creative automation has helped Rappi generate 100,000+ creatives and videos a month across more than ten channels such as social media, search, and display. With Rocketium’s AI-powered creative size and format adaptation, Rappi has been able to launch complex campaigns quickly and at scale post switching to Rocketium. 

Creative analytics: Rocketium has made standardized analytics possible in an automated fashion. Earlier, Rappi struggled with making sense of multi-market, multi-channel data. Rocketium offers a consolidated dashboard, offering a 360-degree view across markets and channels.

What has been a real game-changer is that Rappi can now evaluate creative performance instantly and refresh and refine quickly to prevent creative fatigue.

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The results: Scaling smarter, not harder

• With Rocketium, Rappi was able to launch more personalized creative campaigns in less than half the time across nine countries. Rappi achieved 100% automation of in-app creatives and 70% faster go-lives.
• Apart from having greater volumes of creatives, Rappi now performs faster refreshes without compromising quality and brand compliance.
  
• With Rocketium’s in-house data science experts and AI models, Rappi could analyze the performance of individual creatives in real time, resulting in major discoveries that enhanced campaign performance. Rappi saw a 14x faster performance data collection and diverted its ad spends to winning creatives, which contributed to greater engagement and an overall uplift in performance.
• Unlike the previous fragmented style of working, Rocketium enables seamless collaboration between global and local teams. This ease of creative operations has ensured that Rappi’s content remains relevant in every market they operate in.

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The future of content marketing

Scaling creative content isn’t just about generating a large volume of creatives. It’s about smarter creative operations guided by data-driven insights. 

With Rocketium, Rappi was able to scale up its creative production, run synchronized operations, and make insight-led design decisions. Supercharge your visual content marketing efforts with Rocketium’s AI-driven visual content marketing platform.