Mercado Libre: Handshake hunt

Douglas Silveira, Bruno Facundes, Karina Bigattini

Mercado Libre, an electronic commerce platform in Latin America, partnered with the TV channel Globo during Black Friday, displaying QR codes for discounts whenever a handshake appeared on-screen to increase transactions in Brazil.

Campaign details

Brand: Mercado Libre Brand owner: Mercado Libre Entrant company: GUT, BrazilIdea creation: GUT São Paulo Market: Brazil Sector: Online retailMedia channels: Product placement, Outdoor, out-of-home, Sales promotion Budget: 10 - 20 million

Executive summary

In 2023, Mercado Libre achieved its most successful Black Friday to date, witnessing a remarkable 39% year-over-year sales surge for the overall period and an 80% year-over-year boost specifically on the day itself – an outstanding result amidst a challenging Black Friday in Brazil, where competitors experienced their...

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