EASY - MAÑAS

(Tricks)

Don

Medal Won

🥉 BRONZE – Retail and eCommerce

Campaign Overview

Easy, Argentina’s leading home improvement retailer, needed to enhance its e-commerce presence during the Hot Sale period, a critical time for online sales growth. Historically perceived as a physical store experience, Easy sought to shift consumer habits and position its e-commerce platform as a seamless and convenient solution for completing home projects.

The campaign, MAÑAS (Tricks), humorously spotlighted the common tendency to procrastinate on household repairs, offering Easy’s e-commerce platform as the ultimate solution to get the job done with ease.

Creative Concept

The campaign used relatable humor to connect with consumers:

Everyday Home Habits: Highlighted the quirky, inefficient workarounds people adopt instead of fixing household issues.
Empowering Solutions: Positioned Easy’s e-commerce as the easiest way to resolve these lingering tasks with benefits like shipping, takeaways, and financing options.
Call-to-Action: Encouraged consumers to stop delaying and take advantage of Easy’s digital platform to complete home improvement projects.

Execution Strategy

Digital Ecosystem Activation: Leveraged Easy’s owned and paid media channels for optimized campaign delivery throughout the Hot Sale.
Influencer Partnerships: Used influencers to spark conversations and amplify reach.
Mass Media Integration: Expanded visibility through commercials and activations across all points of sale.
Localized Humor: Captured universal home improvement experiences in Argentina to build identification and engagement.

Impact and Results

The campaign achieved remarkable results:

154% increase in e-commerce sales compared to 2022.
78% Top of Mind (TOM), 5 points higher than the same period the previous year.
68M hits, covering 80% of the target audience.
72% ad recall, 5 points above the previous Hot Sale campaign.
Improved key funnel metrics:
- Purchase (+5 points).
- Frequent purchase (+3 points).
- Preference (+2 points).
- Next Purchase Intent saw significant increases.

Why It Worked

By humorously addressing universal procrastination habits and showcasing Easy’s e-commerce as the ultimate enabler, MAÑAS (Tricks) successfully shifted consumer perceptions and drove engagement. Its strategic use of humor, influencers, and multi-channel integration ensured its strong impact across audiences.