Mercado Libre - Handshake Hunt (case study)

Mercado Libre, a leading electronic commerce platform in Latin America, executed a unique campaign named "Handshake Hunt" during Black Friday. Partnering with the TV channel Globo, the campaign displayed QR codes for discounts whenever a handshake appeared on-screen. This innovative strategy aimed to increase transactions in Brazil. Targeting the online retail market in Brazil, the campaign utilized various media channels including product placement, outdoor, out-of-home, and sales promotions.
In 2023, Mercado Libre's Black Friday campaign achieved unprecedented success. The company saw a remarkable 39% year-over-year increase in overall sales during the period, and an extraordinary 80% year-over-year boost specifically on Black Friday itself. This impressive performance stands out even more considering the challenging market conditions in Brazil, where many competitors struggled.
AWARDS
Cannes Lions 2024
- Media Grand Prix
- Silver in Brand Experience & Activation
- Silver in Creative Commerce
- Silver and Bronze in Media
CREDITS
Brand: Mercado Libre, Brazil.
Chief Marketing Officer: Sean Summers.
Head of Branding: Iuri Maia.
Branding Manager: Stephanie Romeiro.
Branding Specialist: Laryssa Monteiro.
Creative Agency: GUT, São Paulo.
Founder & Creative Chairman: Anselmo Ramos.
Founder & Creative Chairman: Gaston Bigio.
Global CEO: Andrea Diquez.
Managing Director: Valeria Barone.
Chief Creative Officer: Bruno Brux.
Executive Creative Director: Murilo Melo, Tiago Abreu.
Creative Directors: Rapha Borges, Rafael de Miranda.
Associate Creative Directors: Mellina Fontoura, Paula Keller Perego.
Creatives: Erick Wilmer, Felipe Farah, Ana Paula Silva, André Hernandez, João Guilherme Nunes.
Head of Account: Alessandra Visintainer.
Regional Account Director: Natalia Noya.
Account Director: Raphaela Guillen.
Account Manager: Giovanna Falvino.
Account Supervisor: Mateus Carvalho, Mayara Valadares.
Production Companies: Cine Cinematografica, Mugshot, Pedro Dimitrow, Raiz Estudio, Yellow Mello.
Media Agency: GUT, Sao Paulo.

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Brilliant!!!! 🔥🔥👌🏾👌🏾👌🏾