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Mercado Libre BrandLab

The creative powerhouse for MercadoAds advertisers


I worked hand to hand with Mercado Ads to create the Brandlab: a team inside MediaMonks that that specializes in ecommerce creative content and brings strategic and creative opportunities to the marketplace’s biggest brands in LATAM, such as Unilever, Diageo, Samsung, P&G, L’Oréal, Whirlpool, etc.


This are some of our projects:


Diageo (Johnnie Walker, Tequila Don Julio, Buchanan’s, Tanqueray, Baileys, etc) was going to launch their liquor store inside MercadoLibre. We needed to create an umbrella concept that would attract the audience and separate the brand from it’s competitors with a unique offer and at the same time let all this brands coexist keeping their brand positioning.


We created the SpeakEasy Market, the first Liquor store hidden inside a marketplace, with a secret link to access only shared by key influencers with their followers, unique drinks, cocktails recipe tutorials, special offers and even their own rules: “Do not share this page”, “Screenshots are forbidden”, etc.As soon as we launched, like most exclusive and secret places, everyone was talking about it, and of course, breaking the first rule, luckily, because after all, we made it to sell.


The goal was to drive relevance in the shopping experience, and create a make-up and skincare educational platform inside MercadoLibre that increases sales online. We made Beauty.Click, a unique experience with new normal beauty tutorial videos from influencers with a one click option to buy all the products in the tutorial inside the e-commerce.


The results where bigger than expected: 14X ROAS, 10% increase in new buyers, and +7 points growth on purchase intent (Brand Lift results).


JadeCook is an old school kitchenware brand strongly positioned with TV infomercials with a target audience of women +55. But, for their digital approach we had to challenge everything, starting from broadening their target to men and women 22-35, to the way they interact with consumers and a user centric strategy.


Let´s give the buyers the chance to buy Jadecook products using their own recipes as a currency. So, every user had the chance to send their own recipes using the MercadoLibre chat with the seller, and they would get a 15% refund of their money using MercadoPago. For the first time we put real value to peoples recipes, and more, because we will create the first recipe cooking book made with recipes from MercadoLibre users.