Each sale carried out on Mercado Libre ends with a comment from the buyer rating the user and telling about their experience with the product as well as the vendor. This generates a great deal of information from all users of the platform. The data describes them and contains stories about them.

That’s why we’ve identified the most important product pillars and analyzed them through text meaning and interest and value clusters.

That way, we selected the most relevant comments from the platform and told those stories that were worth telling in the “Based on Real feedback” Campaign.

It’s a multiplatform campaign with more than 25 videos that tells what happens with each purchase.

We found that behind a comment that said something like “Thank you, thank you, thank you!” there was a transwoman who was just trying to find a pair of shoes in her size. Or, in another case, “Just what I needed” was an elderly woman who found a vacuum cleaner that met her needs.

+25 online videos were developed to tell the story that stood behind each search and purchase. Thus we covered a wide spectrum of users’ profiles, products and experiences. From a mother who is worried because her son is taking too long to get back home to a trans young woman who only wants to buy shoes her size.

This always on campaign reinforce the positioning and construction of the Brand within the region. It was the first Argentine campaign to reach over 200 Million views (Google)

Achievements:

- REACH +900 M

- YT VIEWS +200 M

- FB VIEWS +40 M

- FB LIKES +150 K

A different campaign for every user. In Mercado Libre, everyone finds what he/she is looking for.