Magazine Luiza: Lu From Magalu

Magazine Luiza set out to transform its virtual assistant, Lu from Magalu, into an online diva, a trendsetter and a virtual face for the brand in Brazil by increasing her cultural relevance, reach and interactions to boost brand health, association, sales and profit.

Campaign video: Magazine Luiza – Lu From Magalu

Read the full campaign case study

Selected creative: Magazine Luiza – Lu From Magalu


Agency: Ogilvy São Paulo / DPZ&T São PauloAccount Director: Larissa Ferrari / Tatiana MoliternoAssociate Creative Director: Breno RodriguesChief Creative Officer: Félix del Valle / Sergio MugnainiCreative Director: Pedro GouveiaExecutive Creative Director: Daniel Schiavon / Samir MesquitaHead of Art: Ricardo Leme LopesHead of Operations: Daniela ParisMedia Director: Leonardo MoraesMedia Manager: Adriana ReimãoOperations Director: Tania GarciaPlanning Director:...

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