Rubbermaid: Latam paid media with 15%+ ROI and an e-commerce operation that hit 20,000+ orders in a day

Rubbermaid Commercial Products and DataLab have worked together for nearly 10 uninterrupted years: DataLab is its strategic marketing partner in Latin America. This case covers two tracks with different time frames. The first is paid media for all of Latin America, which DataLab managed for 5 years across Google Ads, Meta, Amazon Ads and other platforms, with about COP 300 million in annual spend. The second is the brand's e-commerce, which DataLab implemented and whose results were published in 2021. DataLab also built the brand's official site for Mexico, rubbermaidcommercialoficial.com.mx, on a custom web platform.

A regional budget that size has to account for every peso, across multiple countries and platforms at once. The online sales channel also had to ship fast: the brand needed digital presence and online points of sale in weeks, not quarters, with payment gateways ready for demand spikes.

If all regional paid media is managed against one return criterion, budget flows to what sells and ROI holds year after year. And if the e-commerce launches with many online stores from day one, the brand gains reach without waiting for a single site to mature.

There are two layers here. On paid media, the number that matters isn't a spike but consistency: ROI stayed above 15% across 5 years of regional campaigns. On e-commerce, the figures published in 2021 show speed to market: the brand's digital presence grew 200% in two months, 80+ online stores went live in that same window and the operation reached 20,000+ orders in a single day. Both layers point to the same thing: speed and consistency can coexist when every decision starts from data.

One strong quarter can be luck; ROI above 15% for 5 years is method. When paid media and e-commerce are read with the same data, each channel tells the other what works. If you sell in several countries, start with a single return criterion for all of them.