About the project
Consolidating another year of participation in the program through an exclusive and integrated operation, the brand remains the leader in recall and engagement throughout the reality series
Consolidating another year of participation in the program through an exclusive and integrated operation, the brand remains the leader in recall and engagement throughout the reality series
Generating greater engagement and building stronger brand recall among the public. These are the main goals of brands that invest in campaigns and strategic initiatives during the reality show set in the country’s most watched house. In 2025, for the third consecutive year, Mercado Livre was featured on Big Brother Brasil (BBB) with a digital campaign developed by Agência GINGA, which combines data, creativity, and innovation to create integrated and impactful communication.
Through the initiatives created by GINGA and its sponsorship of the program produced by the GUT agency, the brand accounted for the majority of the engagement generated by the program’s sponsors, according to data from Winnin.
Engagement that makes a difference
What set GINGA Agency apart for Mercado Livre was its ability to transform moments from the show into content that engages audiences and generates buzz, connecting external trends and creating a continuous bridge between *Big Brother Brazil* and pop culture. By doing so, the brand remained at the center of discussions, generating shareable content that expands its reach and maintains constant engagement. “The synergy between our teams was fundamental. What we delivered was a strategic campaign that transformed engagement into genuine conversations, positioning Mercado Livre as the protagonist in every phase of the show,” says Fernanda Fontes, Chief Creative Officer at Agência GINGA.
GINGA did not merely react to events on *Big Brother Brazil*; instead, it developed an integrated and strategic campaign, led by a team specializing in Creative, Strategic Planning, Social Insights, and Business Intelligence, ensuring that Mercado Livre was prepared to capitalize on the show’s most significant opportunities. The in-house production company Core also contributed by creating audiovisual content aligned with BBB trends, complementing the strategy with high-impact materials.
Through the smart use of data and insights, Mercado Livre—via campaigns by Agência GINGA—established itself as one of the most consistent brands in terms of brand 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 a 51.2% share of engagement on its own channels, according to data from Winnin. Prior to that, the brand had also stood out for having the highest number of social media posts, according to reports from Buzz Monitor.
Integrated strategies
Mercado Livre’s strategies for BBB 25 highlight a direct link between entertainment, engagement, and consumer behavior. In the first 24 hours of the show, the distribution of over R$ 3.5 million in discount coupons not only drove traffic to the platform but also encouraged the audience to interact with the brand in real time—an immediate response that reflects the high level of engagement generated by the campaign. These initiatives weren’t limited to social media alone, as they translated into actual purchasing behavior. In the grocery category, for example, the brand saw its sales grow by 84%. Products such as soybean oil, olive oil, and roasted coffee stood out, indicating that the audience not only saw the brand on the show but also reacted to it with concrete actions.
The initiatives developed by Agência GINGA demonstrate that an integrated strategy goes far beyond brand exposure. They create immersive and contextual experiences, connecting different e-commerce verticals with real-time entertainment.
One example of this was the “O Melhor da Rua” (The Best of the Street) feature, which took over urban spaces with challenges and surprises, creating points of interaction with the public. This strategic approach evolved with the “Chega Mais” event, an immersive experience that transported participants into the world of Big Brother Brazil, featuring activations, challenges, and exclusive content that expanded the reach of the concept.
“GINGA has strengthened its position by demonstrating that strategic integration and planning are key competitive advantages. “In BBB 25, we were able to translate Mercado Livre’s attributes into experiences that resonated with the audience, creatively connecting product, narrative, and platform. The result was a brand presence that goes beyond visibility: it generates engagement, value, and real impact,” concludes Marcos Brabo, Chief Strategy Officer at GINGA.
