Strategies that convert: The secrets behind high-performance digital media
BIS SiGMA Americas 2025 – Jardins Stage | 8 April 2025 | São Paulo, Brazil
At the BIS SiGMA Americas 2025 summit in São Paulo, leading voices in digital marketing gathered on the Jardins Stage to explore the art and science behind high-performance digital media. The panel, aptly titled “Strategies that Convert: The Secret Behind High-Performance Digital Media”, addressed how innovation in digital channels is not only redefining audience reach but also transforming the very architecture of campaign execution.
The session welcomed industry experts, including Leonardo Benites, CEO of Propane; Sandro Cachiello, Head of Sales & Business Development at Meta; and Rafael Camargo, Head of Sales at Kwai for Business. Each brought distinct insights shaped by their respective platforms, offering a panoramic view of the strategic imperatives reshaping the marketing landscape.
Precision Over Popularity: The Propane Approach
Leonardo Benites opened the discussion by acknowledging the undeniable pivot from mass outreach to highly targeted micro-precision. In his view, successful campaigns are no longer defined by broad appeal but by the ability to engage users on an individual level, leveraging behavioural insights to deliver tailored, moment-specific messaging. “The days of static, one-size-fits-all messaging are behind us,” he asserted. “Today, it’s about real-time contextual relevance, delivering the right message to the right user at the precise moment of decision-making.” Propane, under Benites’ leadership, has invested heavily in behavioural modelling and predictive analytics, underscoring the belief that effective creativity must be fuelled by data intelligence rather than guesswork.
Meta’s Data-Driven Ecosystem
Adding another layer to the conversation, Sandro Cachiello of Meta delved into the brand’s emphasis on metrics-driven performance frameworks. Meta, he explained, is now operating on a closed-loop system wherein first-party data drives granular, measurable outcomes. “Performance marketing is no longer just about clicks and impressions. It’s about incremental value, what’s truly driving the lift in brand outcomes?” Cachiello noted that Meta’s machine learning models adapt in real-time, drawing from billions of behavioural signals daily. However, he stressed that for these systems to reach their potential, marketers must ensure their creative inputs and audience strategies are as intelligent as the platforms delivering them.
Capturing Culture Through Short-Form Storytelling
Representing the mobile-first frontier, Rafael Camargo offered a fresh perspective from Kwai for Business. With the platform’s rapid expansion across Latin America, Camargo highlighted the growing importance of culturally resonant, short-form content. “Short-form video is not just a trend; it’s a behavioural shift,” he explained. “Attention spans are getting shorter, and brand storytelling must adapt to that evolution.” Kwai has found notable traction in regional markets often overlooked by mainstream platforms, and Camargo attributes this to the brand’s commitment to nuanced localisation, a strategy he believes is no longer a competitive advantage but a fundamental requirement.
Strategies for a Fragmented Landscape
Throughout the session, a recurring theme emerged: the convergence of data, agility, and creative fluency as critical pillars of high-conversion strategies. The panellists agreed that campaign effectiveness in 2025 hinges on a marketer’s ability to integrate data across platforms in a cohesive and consent-led manner. There was also consensus that real-time responsiveness must be embedded in execution frameworks, allowing brands to test, iterate and adapt at pace. Moreover, while automation and AI continue to streamline operations, creative intelligence remains a vital and irreplaceable asset. Bold, human-centred storytelling is what captures attention and provokes meaningful engagement. Crucially, there is no room for generic content repurposing; each platform demands its own tailored playbook, built around native behaviours and user expectations.
Smarter, Not Louder
As digital media continues to evolve at speed, this session provided a timely and incisive reminder: successful marketing in this new paradigm is not a function of scale but of strategic intelligence. Brands must not simply invest more; they must invest smarter, aligning data, platforms, and creative into a cohesive, outcomes-focused ecosystem.
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