The campaign was created by GUT São Paulo and was designed to generate reflection
Mercado Livre launched its Mother’s Day campaign with the aim of re-signifying “souvenirs”. The action, created by GUT São Paulo, provokes the use of the term and was designed to generate a reflection on the fact that mothers put themselves in the background or do not think about themselves.
“For this action, we identified the opportunity to talk about this topic through the symbolism of the present, but with the objective of transforming the vision of children and mothers”, emphasized Thais Souza Nicolau, Branding director at Mercado Livre in Latin America and Gustavo’s mother.
Mercado Livre curated products on the website with the “souvenirs that mothers deserve” and the campaign will also feature videos and influencer marketing activations with content creators on TikTok and Instagram.
In the special products section on the website, consumers can find options from different categories, such as fashion, beauty and well-being.
A study carried out by Mercado Ads, in partnership with Ipsos, pointed out that 80% of buyers intend to buy on Mother’s Day in 2022, compared to only 55% in 2021, and among the most searched items, the fashion category stands out with 51% in the purchase intention of users interviewed in the survey, followed by cell phones and accessories (27%) and home appliances (24%).
“In addition to having the largest assortment in Latin America, children will find offers with fast and safe delivery and sellers, on the other hand, will be able to boost their sales and boost their business, attracting more consumers through the ecosystem of services that the Mercado Livre offers”, highlighted Julia Rueff, Marketplace director at Mercado Livre and Manuela’s mother.
