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.
The company's main challenge was to get closer to the priority strategic buyer profile to boost the segment.
The goal was to target young men and women, with a greater focus on Top Fashion Buyers. This consumer profile is more present among young women in the Southeast and was responsible for Mercado Livre's high sales volume in 2021.
The brand needed to change the view that, because it sold a bit of everything, when it came to fashion, it only offered basic products of dubious quality.
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.
The first was the creation of a reality show, a genre that is hugely successful among Brazilians and has become even more popular during the pandemic. The show, a competition in 3 episodes, aimed to bring engagement, recognition and visibility to Mercado Livre's fashion.
The participants put together looks, each in their own style, with authenticity, freedom and diversity, in 3 tests. The winner, Lelê Martins, became the brand's fashion ambassador.
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.
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.
The whole process began with a sprint between Ginga, Mercado Livre employees and some creators who had a strong affinity with the brand. The action also had the active participation of ELLE, which contributed to the definition and editorial scripting, looks, styling and production, working in partnership with the agency's content studio, Core.
The collaboration between client and agency at the heart of the strategy was also very important. Ginga is attentive to Mercado Livre's brand and business objectives, always considering a brand owner's point of view for the content and aligned with Mercado Livre's tone of voice.
Fashion Trends involved TikTok and Instagram from Mercado Livre, ELLE and the creators involved, as well as Mercado Livre's portal and app.
The campaign completely changed Mercado Libre's way of communicating about fashion, bringing it closer to the public and increasing consideration of purchases in the segment on the marketplace.
The looks on the Mercado Libre portal received more than 100,000 hits from people interested in seeing and buying the products. More than 34 million people with a passion for fashion were reached with the actions, which represents half of the total public interested in the subject. There was also an engagement of more than 7 million people, 50% above average.
Theplatform was awarded at the MMA Smarties 2022, Social Media / Creatror / Influencer category, and at the renowned London festival The Drum Best Campaign in Retail and E-commerce.
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