About the project
#TáNaMão: Mercado Livre's Black Friday that took the handshake to new levels in 2023.
Mercado Livre Wins Over Gen Z on Black Friday 2023 with Authenticity.
Black Friday has become one of the most competitive times of the year for e-commerce, and in 2023, Mercado Livre took its performance to a whole new level. With creative and strategic support from GINGA, the company launched the “Black Friday Tá Na Mão Mercado Livre” campaign, specifically designed to resonate with Gen Z—an audience that demands authenticity, humor, and dynamic content. For this campaign, Mercado Livre enlisted influencers Julinho Da Van and Marcos Mion, known for their high engagement rates and charisma. GINGA opted for an innovative and spontaneous content strategy, adopting a “nonsense” style and tapping into the most popular social media trends. As a result, the campaign delivered an engaging experience and strengthened the brand’s emotional connection with its consumers.
The viral “Tá Na Mão” challenge is driving massive engagement on TikTok with 1.4 billion views.
Among the creative initiatives, the “Tá Na Mão” challenge stood out, inviting the public to create personalized handshake videos on TikTok using the campaign’s official song. This initiative not only encouraged active consumer participation but also generated strong engagement by rewarding participants with discount coupons. The result was a success, with high participation and an impressive volume of user-generated content.
The engagement strategy, which began in October, built excitement among the audience for Black Friday, resulting in over 171 million interactions and a reach of 1.4 billion impressions. Julinho Da Van, the campaign’s main spokesperson, achieved an 81% favorability rating on YouTube Shorts, highlighting the effectiveness of the campaign’s irreverent and authentic approach.
Black Friday Is Here with GINGA
An integrated campaign that connected Mercado Livre with Gen Z through irreverent content, interactive challenges, and a digital strategy focused on engagement and conversion, taking Black Friday to a whole new level of results.
80%+
The biggest Black Friday in Mercado Livre's history, with an increase of over 80% in Gross Merchandise Volume.
140%+
The electronics category saw significant growth, driven by targeted marketing and strategic promotions.
2,8M
A record 2.8 million products were sold on the platform in a single Black Friday.
171 million+
More than 171 million interactions with the campaign, driven by the “Tá Na Mão” challenge and the influence of social media influencers.
