Mercado Livre, Latin America’s leading e-commerce that debuted as a BBB sponsor in this year’s edition, takes stock of the results of the journey, marked by large deliveries that carried the company’s innovative DNA and permeated the entire 2023 edition.
Some indicators prove that the initiative was very successful, among them is the increase of four percentage points in Top of Mind in a monthly survey carried out by Kantar. Only in February, when the activations of the brand in reality started, such as the proprietary party with a show by DJ Pedro Sampaio, the growth in brand preference was 6 percentage points.
Activations
Right at the show’s premiere, during the Pool Party, the brothers and sisters received surprise boxes with different gifts, which included disputed items such as SmartTV and PlayStation 5. The game console, one of the most celebrated items by the participant who received it , Gabriel Santana, gained prominence among reality fans and searches for the product on the platform grew 120% the day after the action.
Another example was the search for the flamingo float, which made up the scenario of the Pool Party held on February 13th and showed a 233% growth in searches on the platform compared to the daily average of the previous week. In addition to this item, the foosball table, a product that entertained the brothers during the party, had a high impact outside the house and searches for the product more than tripled compared to the daily average of the previous week.
Another initiative that generated millions of hits on the platform was the launch of the official ‘BBB23’ store on the marketplace, with exclusive offers on various household items and also used by brothers and sisters in this edition. One of the biggest audience spikes on the page occurred during the brand party, which had DJ Pedro Sampaio as the main attraction – literally “delivered” to participants in a company box. On that day, the gold jacket worn by the DJ sold out in less than 24 hours on the platform and the audience on the BBB page on Mercado Livre grew by no less than 520%.
The ‘BBB23’ effect also influenced the number of accesses on the platform as a whole which, during the actions in the program, reached a growth of approximately 30%, compared to days when there was no brand activation. Another piece of data that exemplifies the generation of traffic for Mercado Livre was the 500% increase in the use of the QR Code in the first activation compared to other QR Code actions that the company has already carried out.
Other expressive numbers show the relevance of sponsorship for the company and for consumers:
- The post about a product mentioned in a conversation between the brothers – the JBL sound box – is already among the three most engaged posts in the history of the marketplace on social networks.
- There was an increase of approximately 30% in accesses to the platform during actions in the program compared to days when there were no brand activations.
- During the peak hours of the program that aired Festa do Mercado Livre with Pedro Sampaio, an average growth of 100% in GMV was recorded compared to the same day and time of the previous week (for comparison purposes, growth in the total GMV of the platform in Q4/22 it was 34.7%).
- In addition to the awareness generated for the brand, the leader’s tests contributed to a 54% increase in searches for products within the BBB Official Store on the platform.
In the final stretch of the BBB, a survey carried out by the Qualibest Institute pointed MercadoLivre as one of the brands most associated with reality, with 18% of spontaneous recall and 47% in stimulated research.
Thais Nicolau, Branding Director at Mercado Livre, comments:
“Mercado Livre’s participation in BBB 23 was extremely relevant, in our first year of sponsorship of the program we were already considered one of the brands most remembered by the public (according to a survey by the Qualibest Institute), ranking among the first in this edition. The screen time on the show generates a unique connection with the audience, noticed in both brand research and sales returns.”
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