Magazine Luiza - better known as Magalu, is a Brazilian retail giant, a retail corporation valued at US$31.5bn, with 1,000 physical stores. Since 2019, Magalu shifted its focus away from bricks-and-mortar to focus on developing its ecommerce business and positioning itself as a super-app. Our briefing was to promote Magalu's musical instrument marketplace for the first time, helping the company to raise awareness of its online offering while driving more customers to its app (even if only out of curiosity) and encouraging them to stay locked in its ecosystem. The timing couldn't have been better: with more people looking for a hobby or activity to relax and maintain mental health during quarantine, the interest and potential of sales of musical instruments has jumped. An offering like Shopping Inside Songs meets people’s needs for an entertaining experience while creating an easy way to shop for instruments.

Shopping Inside Song is an engaging mobile shopping experience that, for the first time, turns iconic hits on Deezer into an ecommerce for musical instruments, transforming each track into an instrument store. Users can buy inside songs while listening to them. All users have to do is to click on "Decifrei - Shopping Inside Songs" button on Deezer and choose a musical style among various options like rock, samba, reggae. Then, play one of the hundreds of songs with big brazilian and international hits, curated by Deezer. One by one, the instruments used in that song appear on screen while the music is playing, along with a BUY button. If users like any of them, they just have to click “buy at Magalu”. A frictionless shopping experience, from the songs you are listening to, right up to the shopping cart.

Our strategy was to use music (big hits from brazilian and international music) to promote our musical instruments marketplace, creating an engaging and entertaining experience that generates desire for musical instruments - converting that into sales immediately. We reached consumers directly and in the exact moment when they are more excited about music and open to the idea of playing or buying an instrument: when they are listening to their favorite artists, on streaming platforms.To do so and to have the best curatory of the songs presented in the experience, we partnered with Deezer.

First we partnered with Deezer to create and curate playlists with big brazilian and international hits from the catalogs of big recording companies like Universal, Sony, Warner. Inside Deezer, after clicking on "Decifrei - Shopping Inside Songs" button, users could choose one of these playlists among various options as rock, samba, reggae and play a song. One by one, the musical instruments used in the tune appear on the mobile screen for users to buy them right away, while listening to the song. By connecting the year of recordings, technical staff, origin of the artists and musical launches from the same period, we could specify the brand, model, series and even the color of each instrument of the experience.

Compared with the previous month of the campaign launch, we had:

50% percent increase in musical instruments sales (vs. previous month / source: Magalu);

173% visits increase in visits to magalu's marketplace (vs. previous month / source: Magalu);

We even boosted new Deezer subscriptions, with 3x more new subscriptions in the same period (vs. previous month / source: Deezer)