The global pandemic was hitting hard in Latin America. It was actually at his peak, and people all around the region were going through their first total lockdown in history.

As one of the leading brands in Latin America, send a message of hope during the covid 19 Crisis, honoring frontline workers and driving audiences to support food banks, the red cross and Unicef.

To help raise funds and to honor frontline workers during the covid 19 crisis.

“One x One” was a way of honoring front-line professionals and volunteers for their commitment. Some of the most influential Latino artists playing very intimate shows for an audience of 1. Performed in less than 2 months, the 10 shows became 4.2 hours of branded content.

We partnered with the Red Cross and Banco de Alimentos (food banks) to help raise money through these series of concerts.

Mercado Libre is Latin America’s #1 Marketplace. One of the few brands that had an active and essential role during the pandemic because they had government permission to continue operating during lockdowns.

Apart from cooperating to help everyone stay safe at home, they wanted to show their support to those fighting the virus in the frontline. So they teamed up with Unicef, the Red Cross and Food banks, then turned the app into a donation platform and launched a branded content format: “One x One” to engage audiences.

The format brings to life the essence of the brand that facilitates one x one transactions. We worked with each one of the artists using their channels and also teamed up with media partners to generate content about the honorees stories.

The shows were promoted in social and OOH.

One x One” was a series of concerts where some of the most influential Latino artists played very intimate shows for an audience of 1. Honorees included doctors, nurses and social workers.

The shows were streamed on YouTube and on the artists’ channels from June-October 2020. The quality of the content and its success made 10 National TV stations across the region re-run the shows on prime Time for free.

Performed in 6 countries (Argentina, Brasil, Uruguay, Chile, Colombia and Mexico) the 10 shows became 4.2 hours of branded content.

3 Million Dollars were raised to support the Food Banks and Red Cross. An equal amount of the total raised was donated by the Company. (3 Million dollars equals 450M in local currencies. That’s an unprecedented amount in charity events for the region, even more if we consider it happened during a terrible economic crisis, a consequence of the lockdown.)

Since donations were done through the marketplace app, downloads increased by 44%.

Positive Sentiment for the brand increased 10 points.

In a Regional Survey Mercado Libre was elected #1 Brand that best reacted to the pandemic. (kantar)

The branded content had 400M viewers across the different platforms and open tv reruns.