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:
- Behavioral Goal: Provide a way for people to be able to celebrate LGBTQI+ pride in 2020 during the pandemic.
- Brand Objective: To bring our brand emotionally closer to the public, through the Kantar Personalization pillar.
- 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...