Rewards Program
From individual campaigns to a reusable system.
Movistar Tokens rewarded users for engaging with Movistar services.
As the program grew, it became necessary to scale the way campaigns were created and managed.
Campaign Creation Process
Each campaign was created individually through multiple teams.
Campaigns Schedule
Strategy
Turn individual campaigns into a platform built on reusable components.
Ad Hoc Production
Reusable System
Solution
A modular campaign system
Building Blocks:
Campaign Settings
Actions
States
External Resources
Data Override
Campaign Architecture
Impact
Before
Product and engineering teams created campaigns
This made campaign creation slow and difficult to scale
After
Marketing teams could configure and launch campaigns independently
Benefits:
Faster campaign creation
Less engineering dependency
Improved communication between teams
More focus on engagement strategy
Learnings
Building a system requires less effort in the long term than rebuilding every campaign.
Reusable components lead to more consistent results.
Thank you!