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...