Paulista Avenue is Brazil’s most iconic street, where all the historical moments of Brazilian society took place. And since 1997, the avenue is also the home of the world’s biggest Pride Parade. But in 2020, just when Brazil was facing a wave of violent attacks against the LGBTQIA+ community, the Parade was canceled. A huge blow to the people who won the right to show their pride in public with a lot of struggle.

Mercado Livre - the biggest e-commerce in Latin America and traditional sponsor of the Brazilian Parade, decided it was time to touch the people, showing it can deliver more than products: but a way for the community to express their freedom. Even during a lockdown.

Since the parade was canceled, Mercado Livre, the biggest e-commerce in Latin America and a traditional sponsor of Brazilian Pride, decided to make it happen anyway. So, we photographed all the 2,5 Km of Paulista Avenue turning it into an Instagram feed, with almost 300 hundred photos. By using influencers, we invited people to tag themselves on it, to be part of the virtual parade. In 15 minutes, the avenue was fully crowded. And when everyone thought it was over, a LGBTQIA+ Brazilian legend released a music video featuring the Instagram handle of every single person that was tagged on the Feed Parade.

According to research done with the target (LGBTQIA+ People 18-35YO), 86% of the LGBTQIA+ community uses social networks as a way to express themselves. And more than a half named Instagram as the main one, having their Instagram Handles working like their digital IDs. It's like a safe place, where they can be anything they want.

Since the beginning, we started from the insight of using social networks to occupy the GAP left by the cancellation of Pride Parade. Putting the members of the community in contact, making them feel supported and being part of something relevant.

FeedParade was a 100% mobile-first project, using all Instagram dynamics and tools, like tagging on the photo, Instagram handles, carousel to hide contents, mosaics on the feed, and many others. In addition, other networks (Facebook and Youtube) were used to expand the message, impacting the public at multiple moments of their digital behavior.

First, by using a drone, we photographed all the 2,5 Km of Paulista Avenue, cropping it in almost 300 photos. Then, we created a new Instagram Profile, called @FeedParade, posting each photo one by one, in the order in which they should be posted to form the perfect design of the avenue. Besides that, by using the carousel tool, dozens of photos hid secret contents, like surprise videos of influencers. On June 14th, the day when the "real" Parade would happen, we officially launched the platform. We invited people by using the power of dozens of influencers linked to the cause, posting videos on their social media. We also used Mercado Livre's social media (Instagram, Facebook, and Youtube) to spread the message of the campaign. Two weeks after (June 28th), we launched the music video using the Instagram handle of every single person who tagged their names on the FeedParade.

The FeedParade took the LGBTQIA+ Community by storm:

The feed filled up in only 15 minutes

50 comments per second at the launch

+500 Millions of Impressions

+63 Millions of unique impacts

98% of positive mentions

1200% more engagement than the average

+60 Thousands of Names Tagged on the Feed and Music Video