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 83 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:
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
SAMSUNG S22
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.
RESULTS
10.8K Leads
11.9M Reach
400K Clicks
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.
VICHY
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.
THE IDEA
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
L’ORÉAL
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.
THE IDEA
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
