Barbiecore: Mercado Libre and GINGA launch retail campaign inspired by Social Insights

For the third time this year, Mercado Livre is promoting Descontaço, a major campaign offering discounts of up to 70% and free shipping on its app. To announce the novelty, GINGA signed a campaign featuring the already famous Marcos Mion, where he presents the brand's communication alongside three little girls.

One of the highlights is a video showing two friends - voiced by drag queen Frimes from Maranhão - watching television and watching Marcos Mion advertise Descontaço. They quickly make purchases through the app and, soon after, the doorbell rings and Méli Girl, the Mercado Livre delivery girl, arrives.

The pink aesthetic is present throughout the movie, which makes clear references to the famous pop culture doll.

"We are increasingly looking for creative approaches to Mercado Libre's retail challenges that can be diluted in the consumer's feed without disrupting their experience. The inspiration for Descontaço was an insight: consumers miss the 2000s. It's possible to create fun campaigns, with social first thinking, that talk to the target and generate engagement, which is one of our objectives for the campaign" - Fernanda Fontes, CCO at Ginga

"We want to make our promotional content more current and relevant, using active listening and trends that are fresh on the networks to build our content" - Daniella Simionato, Senior Marketing Manager at Mercado Livre