How Boticário Group Elevated CPV Performance with GenAI-Powered Creatives

CPV was already one of the core assets across their product campaigns. It was performing well but “well” wasn’t enough.

The group has a strong experimentation culture and constantly seeks incremental gains. Their goals were clear:

• Further improve creative quality and differentiation
• Increase profitability of product campaigns
• Enhance visual attractiveness of discounted products
• Push ROAS even higher through creative innovation

While CPVs were already dynamic and scalable, the team saw an opportunity: could AI-generated backgrounds make discounted products even more visually compelling without compromising brand identity?

The key KPI: ROAS, validated through a structured A/B test setup.

To validate the hypothesis, we implemented GenAI enhancements across three key brands:

• O Boticário
• Eudora
• Quem Disse, Berenice?
  
  

1. Use Case Selection: Background Enhancement for Discounted Products

All brands focused on one specific and scalable use case:
AI-generated backgrounds for discounted products within Catalog Product Videos.

The objective wasn’t to redesign the creative concept. It was to amplify it.

• Backgrounds were generated to harmonize with each brand’s visual identity.
• Every output respected existing video templates.
• The enhancements elevated the product focus while maintaining brand consistency.
  
  

2. Brand-Specific Execution

• O Boticário applied GenAI within an always-on template strategy.
• Eudora and Quem Disse, Berenice? leveraged GenAI within Christmas campaign creatives.
• All assets were prepared in both 1:1 and 9:16 to cover feed, stories and reels placements.
  
  

3. Testing Methodology

A proper A/B test was conducted:

• CPV (BAU) vs. CPV + GenAI
• Same campaign structure
• Same time period
• ROAS as the primary KPI

This ensured results reflected the incremental impact of GenAI backgrounds — not external factors.

The introduction of GenAI-enhanced backgrounds delivered measurable impact across brands.

🟢 O Boticário (Always-On)

Top Performance Highlights:

• +5.93% ROAS uplift
• +9.40% increase in clicks
• +6.78% higher impressions

GenAI backgrounds drove stronger engagement and improved efficiency, resulting in higher revenue generation with virtually the same spend. A clean incremental uplift on an already optimized always-on setup.

🟣 Eudora (Christmas Campaign)

Top Performance Highlights:

• +30.81% ROAS uplift
• +30.10% increase in revenue
• +33.42% increase in RPDV

This was the strongest financial impact across all brands.
The campaign generated significantly more revenue and profitability proving that creative AI enhancements improved conversion quality, not just engagement.

🔵 Quem Disse, Berenice? (Christmas Campaign)

Top Performance Highlights:

• +8.07% ROAS uplift
• +8.21% revenue increase
• +7.55% more impressions
  

Special Mention: Beleza na Web

A fourth brand, Beleza na Web, had already tested GenAI earlier with promising results, making this a natural expansion across the portfolio. Although not part of the latest wave of testing, Beleza na Web was the first brand within the group to validate GenAI performance.

Comparing Black Friday campaigns: Regular CPV (Nov 2024) vs. CPV + GenAI (Nov 2025)

• +55% CTR YoY
  
• -16% CPC YoY

Efficiency and engagement metrics improved significantly, confirming creative uplift.

To wrap this amazing success story up:

While individual performance varied by campaign and brand strategy, the overall impact validated the hypothesis:
creative AI enhancements drive incremental performance gains even on already optimized CPV setups.

The strongest signal wasn’t just performance. It was adoption.

• The client’s perception of GenAI was highly positive.
• They plan to integrate GenAI into BAU (business-as-usual).
• As more CPVs are produced by their creative teams, GenAI enhancements will scale alongside them.

This marks a strategic shift: From testing innovation → to embedding AI-powered creative production into everyday performance workflows.

For a group that already leads in CPV adoption, GenAI proved to be the next natural evolution.