What was the challenge?

CyberMonday is one of Argentina’s most recognized digital shopping events, organized by CACE (Argentine Chamber of E-commerce). For the 2024 edition, the challenge was not to build awareness from scratch—CyberMonday was already well-positioned—but to refresh its digital presence, create excitement around the dates, and direct audiences to the official site (cybermonday.com.ar) as the safest and smartest way to shop.

The campaign needed to highlight opportunities, security, and usability—while avoiding the saturated discourse of “discounts” and instead focusing on smart, secure, and inspiring purchases.

What was the idea?

The concept “Ya fue, lo compro” (“That’s it, I’m buying it”) was at the heart of the campaign.
It spoke directly to consumer behavior in a playful, relatable way: the inner dialogue between hesitation and decision. This narrative was represented visually and verbally through characters embodying both the “doubtful side” and the “decided side.”

The strategy was simple yet powerful: drive traffic to the site by showing its benefits from every angle.

• To compare prices.

• To discover official brands.

• To find curated opportunities.

• To ensure safe, smart purchases.

Additionally, we integrated the concept of proximity to the holiday season and summer, reinforcing the idea of buying those items that people had postponed.

How was it executed?

• Content strategy: We developed a multi-platform content calendar for Instagram, TikTok, Facebook, and Twitter, ensuring each piece was tailored for digital-first consumption.

• Messaging: Copies were short, witty, CTA-driven, and designed to amplify the humor and freshness of the campaign.

• Formats: Single image, carousel, video, stories, countdowns, and dynamic animations featuring the campaign toolkit.

• Interactive elements: Integration of Cybot, an AI-driven assistant, communicated mid-event to generate buzz and help users explore brands and products.

• Campaign rollout: Pre-event awareness (installing the date), event-day highlights (MegaOfertas, Noches Bomba), and extension (CyberWeek).

• Coordination with CACE: Ensured that the campaign always reinforced CyberMonday as a CACE initiative, celebrating its institutional role in Argentina’s digital economy.

What was achieved?

• Awareness: Successfully installed CyberMonday 2024 across digital channels, with massive reach among the 23–50 target segment of heavy digital users.

• Traffic: Cybermonday.com.ar was positioned as the central hub for safe, smart shopping, consolidating visibility for official brands.

• Engagement: The “Ya fue, lo compro” narrative created strong interaction with users, who embraced the relatable and humorous tone.

• Brand value: Reinforced CyberMonday not as “just another discount event” but as a platform of opportunities, backed by CACE’s 25 years of expertise in building Argentina’s digital commerce ecosystem.