Santander
Santander Free
Campaign with Meta for the Santander Free card: 100% AI-generated videos, message variations by audience, and CTWA traffic to WhatsApp (2025).
Meta + Santander: AI to scale Free campaign creatives with CTWA
In partnership with Meta, we set up a campaign for the Santander Free card focused on speed and creative diversity: video assets 100% generated by AI and message variations by audience, optimized for Click to WhatsApp (CTWA). The operation used our 20Studio AI to accelerate production and maintain brand consistency, reducing cost per asset and fueling creative testing at scale.
I assumed the main goal was the acquisition of the Free card in Brazil at the end of 2025 (based on public communications about the “Free” campaign and internal materials). I also assumed, from a social post draft, that 12 videos were produced in 2 days, and that the campaign used video formats tailored for ads on Meta properties and flow to WhatsApp. There are no confirmed public metrics; the documented learnings are increased speed, creative diversity by segment, and lower production cost per asset.