About the project
It's common knowledge that you can find everything you want and need on the Free Market. To expand this perception to a segment as peculiar and relevant as fashion and beauty, the award-winning Fashion Trends platform was created.
Strategic fashion targets young top fashion buyers in the Southeast.
The company’s main challenge was to target its priority strategic buyer profile in order to boost the segment.
The goal was to reach young men and women, with a greater focus on Top Fashion Buyers. This consumer profile is most prevalent among young women in the Southeast region and accounted for a high volume of sales on Mercado Livre in 2021.
The brand needed to change the perception that, because it sold a little bit of everything when it came to fashion, it offered only basic products of dubious quality.
Mercado Livre + Elle: A publishing platform dedicated to fashion.
To take advantage of the growth and acceptance of fashion in e-commerce, Mercado Livre launched the Fashion Trends platform, which helped strengthen the brand's presence in the segment and bring it closer to those passionate about the subject in an authentic and genuine way. The goal was to showcase the variety of products available using a special curation in partnership with the best in fashion retail, while also offering discounts and free shipping.
First year, three missions
Three bold initiatives have transformed the perception of fashion on Mercado Livre: a reality show featuring a brand ambassador, winter challenges with influencers curated by Elle, and live commerce offering style tips for a young audience.
Reality Show
The first of these was the creation of a reality show, a genre that is hugely popular among Brazilians and became even more so during the pandemic. The show, a three-episode competition, aimed to drive engagement, recognition, and visibility for Mercado Livre’s fashion offerings.
The participants put together outfits, each in their own style, with authenticity, freedom, and diversity, across three challenges. The winner, Lelê Martins, became the brand’s fashion ambassador.
Influencers
The second mission took advantage of many Brazilians' hatred of the cold to transform their experience of the coldest season of the year. Some influencers who don't like low temperatures were invited into a booth to vent their anger.
The issues were resolved with fashion from Mercado Livre, through Elle's seal and curatorship, and the mood was overcome with incredible looks that became an editorial on social networks.
Live Commerce
The third mission was live commerce with the presence of experts, who answered the public's fashion questions.
Combinations were presented to spend the winter in style, all with products that were on sale on the Free Market.
Mercado Livre Fashion with GINGA
An innovative campaign that repositioned Mercado Livre’s fashion offerings for young top fashion buyers, featuring a reality show, winter challenges, and live commerce, thereby boosting engagement and sales on the platform.
100k
Qualified traffic directed to the portal for purchasing fashion products.
344M
Widespread reach of the campaign across multiple digital and social media platforms.
7M
Organic interactions and conversations generated by the campaign content.
Success is the combination of essential elements
The whole process began with a collaboration between Ginga, Mercado Livre employees, and several creators who had a strong connection to the brand. The campaign also featured the active participation of ELLE, which contributed to the editorial concept and script, as well as the outfits, styling, and production, working in partnership with the agency’s content studio, Core.
The collaboration between the client and the agency at the heart of the strategy was also a major highlight. Ginga remains focused on Mercado Livre’s brand and business objectives, always approaching content from a brand owner’s perspective and staying true to Mercado Livre’s tone of voice.
The Fashion Trends campaign featured TikTok and Instagram accounts belonging to Mercado Livre, ELLE, and the participating creators, as well as the Mercado Livre website and app.
Transformative results cement Mercado Livre Moda as an industry leader.
The campaign completely transformed the way Mercado Livre communicates about fashion, which helped build a closer connection with the public and increased purchase intent for fashion items on the marketplace.
The fashion looks featured on the Mercado Livre website received over 100,000 views from people interested in viewing and purchasing the products. An additional 34 million fashion enthusiasts were reached through these initiatives, representing half of the total audience interested in the topic. There was also engagement from over 7 million people, 50% above average.
The platform won an award at the 2022 MMA Smarties in the Social Media / Creator / Influencer category, and at the renowned London festival The Drum for Best Retail and E-commerce Campaign.
