MercadoLivre (Ebazar): Feed parade

Mercado Livre, an e-commerce technology brand, launched a campaign in Brazil to provide a way for people to celebrate LGBTQIA+ pride during the pandemic, bring the brand emotionally closer to the public and increase reach, frequency, view and engagement.

Objectives

The campaign goals had to ensure that Feed Parade had provoked a meaningful impact to the LGBTQIA+ community. The measurable objectives of the campaign were:

  1. Behavioral Goal: Provide a way for people to be able to celebrate LGBTQI+ pride in 2020 during the pandemic.
  2. Brand Objective: To bring our brand emotionally closer to the public, through the Kantar Personalization pillar.
  3. Media Objective: Reach, Frequency, View and Engagement

Summary of the work

As a result of the coronavirus pandemic, the São Paulo pride parade was cancelled. So Mercado Libre, Latam's biggest e-commerce platform and one of the few brands on...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands