Big Brother is the biggest reality show in the world, but Argentina’s 2023 edition broke all audience records and generated a huge amount of social conversation. Mercado Libre, latin america's biggest ecommerce, asked us to be part of this huge conversation during the show’s grand finale.

The challenge was to go beyond a traditional brand placement during the show's tv transmission, and achieve an idea that not only generated a huge social media buzz but also highlighted two of Mercado Libre’s main pillars: Cultural relevance and product variety.

The work is relevant for Creative Commerce because we created a whole new category inside our ecommerce based on real time cultural behavior, transforming the Memes fans love to share, into products fans love to buy. People’s creativity inspired a successful commercial opportunity for us, where most of the products we launched became best sellers on our ecommerce platform.

For Mercados libre’s Big Brother’s #MEMERABILIA, we took advantage of the huge amount of conversation the show generated by transforming in real time, the funniest and most commented Memes on social media, into a limited collection of memorabilia that fans could buy through Mercados libre’s marketplace.

We launched the products for sale on our ecommerce site and launched the collection through a live unboxing on TV with the final contestants during Big Brother’s grand finale, right when the ratings were peaking..

To promote our products, we also created a series of video content for Social Media that resembled infomercials, and sent boxes to influencers so they could share our unique products with their followers.

We searched for the most iconic Memes Big Brother’s fans shared on Social Media for the 2023 edition in Argentina, calculating their volume sharing/interactions and fandom relevance.

We selected 6 of these Memes and transformed them in real time into a limited collection of products fans not only wanted to share and interact with on every social platform, but also wanted to buy.

With this idea, we showcased Mercado Libre offers such a great variety of products, that you can even find the best Memes from your favorite show at our ecommerce.

The implementation started on March 27, when we published for sale our limited Collection of our Meme inspired collection in our ecommerce, a total of 6 #MEMERABILIA products were available.

On the same day, Big Brother’s final contestants did a live unboxing during the show’s grand finale transmission to discover the products based on the Memes people created. And for the following three weeks, we aired a Social Media Campaign that consisted of 6 infomercial videos promoting each of our products, and simultaneously different influencers shared them with their followers through different channels.

The campaign was a success:

+15 Million Reach

+291.3 K Likes

+3.9 K Comments

+12.8 K Shares

+313.3 K Interactions

+82% Positive sentiment

4 of our Meme based products became best sellers in their categories.