We built Meta an advertiser
confidence program for the
AI commerce age across LATAM.
Always On.
Even when you're not.
Meta LATAM had the tools. Advertisers needed a reason to trust them.
As AI, automation and social commerce reshape how businesses grow, LATAM advertisers are being asked to manage more decisions, more signals, more content, more messages and more response time than their teams can absorb. The ambition is there. The hours do not add up.
So Meta built 'Always On. Even when you're not.', an advertiser confidence program created with Rise Global Creative to help businesses across six markets understand, trust and adopt AI. It reframes AI around a simple promise: the business keeps moving without asking one person to be everywhere at once.
The program runs as four consecutive campaign flights across five channels, all reading from the same audience model. It has been in market since February and is still running.
AI was impossible to ignore.
Awareness was not the problem.
Advertisers needed to see where the tools help inside the real pressure of running a business:
answering customers, reading signals, preparing for peak demand, turning attention into action.
“Someone asks the price at midnight. If my team answers at nine, they’re late. The client already bought it somewhere else.”
Growth Manager
Guava
“When demand keeps coming, I’m not looking at the campaign. When I’m looking at it, it’s because demand is low.”
Marketing Manager
Mazda MX
“Every hour I spend in Ads Manager
is an hour I’m not spending
on improving my products.”
Co-Founder & Marketing Director
Skindion
Meta reframed AI as a way to expand what advertisers can do, while human judgment stays in control.
The advertiser keeps taste, timing, customer knowledge, strategy and brand judgment.
Meta adds scale, automation, signal processing, optimization and real-time learning.
One program. Four flights. Five channels. Six markets.
One audience model underneath all of it.
Product education became a brand system.
Every asset follows the same five beats.
252 assets since February, without the idea drifting.
From a phone screen to a subway wall.
The campaign was one channel of five. Only one of them needed a media budget.
Scaled campaigns
Creator-led films that carry the idea widest.
The content hub
Self-serve answers, sorted by what you need.
High-touch webinars
Live sessions for advertisers ready to move.
Sales and partners
Partners and sellers running the same system.
Nobody rewatches a product webinar. So we built a talk show advertisers come back for.
Three hosts. Three corners of the advertiser’s world.
Product education became a franchise.
With a broadcast package built for instant authority.
Six cohorts. Ten jobs. Six markets. One system.
In market since February. Still running.
Engagement
17.6% against a
5.9% baseline.
Measured on the same audience, against Meta’s own International Marketing baseline.
Partnership Ads 2x.
Conversions API 5x.
Reels 1.3x.
Product revenue lift, measured against the
same advertisers twelve months earlier.
Ranked #1 for marketing-attributed growth among all of Meta’s International Marketing campaigns worldwide.
Less complexity. More confidence.
Built for LATAM. Global in 2027.
The people behind