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Black Friday 2023

#TáNaMão: Mercado Livre's Black Friday that took the handshake to new levels in 2023.

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 new level. With GINGA's creative and strategic support, the company launched the "Black Friday Tá Na Mão Mercado Livre" campaign, specially designed to resonate with Generation Z - an audience that demands authenticity, humor and dynamic content.

date
September 2021
Customer
Burger King Brazil
Play

For this campaign, Mercado Livre relied on influencers Julinho Da Van and Marcos Mion, known for their high engagement and charisma. GINGA opted for an innovative and spontaneous content strategy, adopting a "nonsense" style and exploring the most popular trends on social networks. With this, the campaign delivered an engaging experience and reinforced the brand's emotional connection with its consumers.

Among the creative actions was the "Tá Na Mão" challenge, which invited the public to create personalized handshake videos on TikTok, using the official campaign song. This action not only encouraged active consumer participation, but also generated strong engagement by rewarding participants with discount coupons. The result was a huge success, with a large following and an impressive volume of user-generated content.

The engagement strategy, which began in October, warmed up the public for Black Friday, resulting in more than 171 million interactions and a reach of 1.4 billion impressions. Julinho Da Van, the main face of the campaign, achieved a favorability rating of 81% on YouTube Shorts, demonstrating the effectiveness of the campaign's irreverent and authentic approach.

171MM
of engagement.
1,4B
of impressions.

In terms of business results, Mercado Livre recorded the biggest Black Friday in its history, with an 80% increase in GMV (Gross Merchandise Volume) and a 140% growth in electronics sales, with a record 2.8 million items sold in a single day.

With a strategy carefully designed by GINGA and an execution geared towards the behavior and preferences of Generation Z, "Black Friday Tá Na Mão" consolidated Mercado Livre as one of the main e-commerce brands for this audience, while at the same time raising the level of engagement and sales during the period.