Mercado Libre: The Best-Seller Constitution

In the wake of political upheaval in Brazil, online marketplace Mercado Libre ran a promotion to demonstrate its commitment to progress and freedom, as well as create differentiation.

Campaign details

Title: The best-seller constitutionBrand: Mercado LibreProduct: Mercado LibreIdea: GUTCountry: Brazil

Media placement

ElementPlacement/LocationStart DateEnd DateNumber of airings / placementsCountry / Region
InternetInstagram09/01/202311/01/20231BRAZIL
NewspaperFolha de São Paulo Newspaper09/01/202309/01/20231BRAZIL

Relevance for Creative Strategy

Mercado Livre's quick reaction after the events demonstrates the power of taking a stand on social issues, as it generated a positive impact on society while differentiating the brand. By acting quickly and offering a 99% discount on the book, the brand sent...

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