Mercado Libre BrandLab
The creative powerhouse of Mercado Ads.
THE BRANDLAB
I worked hand to hand with Mercado Ads to build and develop the Brandlab: a team inside Media.Monks that specializes in Retail Media creative campaigns inside the Mercado Libre ecosystem. We have already shipped more than 85 projects with the marketplace’s biggest brands in LATAM such as Unilever, Diageo, Samsung, P&G, L’Oréal, Adidas, Nike, VW, Mondelez, etc.
This are some of our projects:
ADIDAS
THE FIRST STORE THAT GETS IN THE ZONE
adidas reopens its official store in Mercado Libre with a special store that gets In The Zone just like sports athletes and activates special benefits related to sporting events and important dates, supported by the Mercado Libre ecosystem.
We created the IN THE ZONE store, and when it activates impossible things become possible, just like the first 42km Store, a virtual race on the platform to access the best products and promotions, a unique promo where the results of Mexico’s national team matches were converted into discounts. If Mexico won 3-2, you had a 32% discount, 1-0 was a 10% discount, etc, and many more activations during the year that push the boundaries of the marketplace and the brand.
RESULTS
#1 Most sold product in Mercado Libre
#1 Highest visibility brand in Mercado Libre
131% growth in Sales and Search
6.7X in sales growth YoY & 76% Growth ROAS YoY
BrandLift results: +23 brand recognition & +32.7 online ad awareness
THE PENGUIN – MAX / HBO
A VILLAIN TAKES OVER THE BIGGEST E-COMMERCE OF LATAM
For the launch of the new Batman universe series «The Penguin» on Max, we needed to create a campaign that would generate WOM and increase Max subscriptions through Mercado Libre.
THE IDEA
While Oz Cobb (the Penguin) was taking over Gotham City, we decided that in Latin America, he could also take over the largest e-commerce site in the region to get his message to as many people as possible using unorthodox methods, from sending messages with mobsters to influencers, to taking over the Meli app, product pages, personalized ads, and even creating his own landing page. And like a true mob boss, he also took care of his people, offering a 30% discount on Max subscriptions through Mercado Libre.
RESULTS
100% increase in subscriptions.
+6 million reach in Argentina.
+89% online ad awareness
+80% brand love
+88% purchase intent.
DIAGEO
USING BIG DATA TO PAIR DRINKS WITH ONLINE PURCHASES
THE INSIGHT
There are thousands of perfect combinations between drinks and ingredients, or drinks and food. But for the first time we wanted to find the perfect mix between your online purchases and the world of cocktails. What is the favorite drink of those who buy tech products? And those who buy car accessories? What is the ideal drink for someone who has just bought a whole skincare set?
THE IDEA
We used Mercado Libre Data to find the perfect matches between purchases and drinks. We then took advantage of Mercado Libre’s targeting tools, and developed a display ad campaign with more than 500 custom combinations that generated more than 1.2 million impressions. We reached each shopper with the beverage they were most likely to purchase.
RESULTS
+39% Share of Voice
+32% increase in sales
Diageo was the brand with the highest visibility in the Christmas season.
TRANSFORMING USER REVIEWS INTO A POWERFUL CAMPAIGN
THE INSIGHT
9 out of 10 skincare products say they are the most recommended by dermatologists. But, when choosing and buying a skincare product, users rely more on personal recommendations.
To increase awareness of Vichy Mineral 89 in Mercado Libre, we discovered that it is one of the best ranked products by users. So we decided to create a new label. One that 9 out of 10 skincare products can’t have.
Vichy Mineral 89: Recommended by dermatologists. Certified by +400 Mercado Libre users.
We transformed the platform user reviews, into a powerful and engaging campaign.
RESULTS
+10% Purchase Intent
+6% Aided Awareness
+9% Brand Favorability
THE BIGGEST SKIN CARE TIPS CAMPAIGN EVER MADE
THE INSIGHT
75% of skincare searches start in a marketplace, and information about skin types and routines are key to close the sale. To increase the volume of sales of Vichy, LRP, and Ceravé, we decided to become the best skincare recommenders within Mercado Libre.
We created a collection of 1,000 skincare tips, and we transformed the Mercado Libre ecosystem into a space for consultation, research, and learning for the user.
Through 5 interconnected landing pages, which gave the impression of only one, we were able to impact our different targets, according to their interests and needs. We crafted 1000 ads, images in the publications, and more!
RESULTS
+9.5% Purchase Intent
+10.4% Online Ad Awareness
+9.5% Brand Favorability 12MM Impressions
DIAGEO
THE FIRST SPEAKEASY HIDDEN INSIDE A MARKETPLACE
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.
THE IDEA
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.
RESULTS
8MM people reached
110k visits to the SpeakEasy / 100K USD in sales.
Brand Lift results +7 points growth on purchase intent and +7 in message association
10.8K Leads
11.9M Reach
400K Clicks
MAKING A PHOTOGRAPHY EXHIBITION INSIDE A PRODUCT PUBLICATION
THE IDEA
Photo Influencers show the incredible power of the new S22 by making a virtual photo exhibition inside Mercado Libre. For the Samsung campaign “Breaking the rules” we looked for the most important photo influencers of Argentina to exhibit their best photos taken with Nightography mode. We then placed the photos in the Samsung S22 product photo gallery at the official Samsung Store inside Mercado Libre ecommerce. This way, we turned a normal product photo gallery into the first Art photo exhibition inside Mercado Libre.
10.8K Leads
11.9M Reach
400K Clicks
