Mercado Livre leads engagement in Big Brother Brasil 2025 with strategies developed by the GINGA Agency
Generate more engagement and be more and more consistent in the public's memory. These are the main objectives of the brands that invest in campaigns and strategic actions during the reality show of the most watched house in the country. In 2025, and for the third year running, Mercado Livre was present at Big Brother Brasil (BBB) with a digital operation developed by the GINGA Agency, which combines data, creativity and innovation to create integrated and impactful communication.
Through the actions created by GINGA and the sponsorship of the program by the GUT agency, the brand was responsible for most of the engagement generated by the program's sponsors, according to Winnin data.
The GINGA Agency's differential for Mercado Livre was in its ability to transform moments from the show into content that engages and generates buzz, connecting external trends and creating a continuous bridge between the BBB and pop culture. In doing so, the brand has remained at the center of discussions, generating shareable content that extends its reach and maintains constant engagement. "The synergy between our teams was fundamental. What we delivered was strategic work that transformed engagement into genuine conversations, placing Mercado Livre as a protagonist in each phase of the show," says Fernanda Fontes, Chief Creative Officer at Agência GINGA.
GINGA not only reacted to the events of BBB, but prepared an integrated and strategic operation, with a team specialized in Creation, Strategic Planning, Social Insights and Business Intelligence, ensuring that Mercado Livre was prepared to take advantage of the most relevant opportunities in the show. The in-house production company Core also contributed to the creation of audiovisual content in line with BBB trends, complementing the strategy with high-impact materials.
With the intelligent use of data and insights, Mercado Livre, through the actions of the GINGA Agency, consolidated itself as one of the most consistent brands in terms of recall and engagement during BBB 25. In the first week alone, the brand led 55% of conversations. In February, between the 16th and 24th, it led with 51.2% of the engagement share on its own channels, according to Winnin data. Prior to this, the brand had also stood out for the highest number of posts on social networks, according to reports by Buzz Monitor.
Mercado Livre's strategies on BBB 25 show a direct connection between entertainment, engagement and consumer behavior. In the first 24 hours of the show, the distribution of more than R$3.5 million in discount coupons not only boosted traffic to the platform, but also mobilized the public to interact with the brand in real time, an immediate response that reflects the high level of engagement generated by the action. These initiatives were not restricted to social networks alone, as they turned into purchasing behavior. On the supermarket front, for example, the brand saw its sales grow by 84% in the category. Products such as soybean oil, olive oil and roasted coffee featured prominently, which indicates that the audience not only saw the brand on the show, but reacted to it with concrete actions.
The initiatives developed by the GINGA Agency show that an integrated strategy goes far beyond brand exposure. They create immersive and contextual experiences, connecting different e-commerce verticals with real-time entertainment.
An example of this was the "Best of the Street" section, which occupied urban spaces with challenges and surprises, creating points of interaction with the public. This strategic thinking evolved with the "Chega Mais" event, an immersive experience that transported participants to the BBB universe, with activations, challenges and exclusive content that broadened the reach of the idea.
"GINGA has strengthened its positioning by showing that strategic integration and planning are competitive differentiators. In BBB 25, we managed to translate Mercado Livre's attributes into relevant experiences for the public, connecting product, narrative and platform in a creative way. The result was a brand presence that goes beyond visibility: it generates engagement, value and real impact," says Marcos Brabo, GINGA's Chief Strategy Officer.
GINGA is an independent agency whose mission is to transform brands into relevant and powerful cultural agents, boosting business through creativity. With 22 years' experience in the advertising market, GINGA combines creativity, strategy and data intelligence to create solutions that generate not only impact, but also real and positive engagement. The company's portfolio includes big names in the market, such as Mercado Livre, Kopenhagen, Friboi, Grupo Savencia (Polenghi, Polenghi Profissional, Frescatino, Campo Lindo, etc.), Petz and Hering.
