LLLLITL's video: Mercado Libre - Handshake Hunt case study

Mercado Libre, a leading electronic commerce platform in Latin America, executed a unique campaign named "Handshake Hunt" during Black Friday. Partnering with the TV channel Globo, the campaign displayed QR codes for discounts whenever a handshake appeared on-screen. This innovative strategy aimed to increase transactions in Brazil. Targeting the online retail market in Brazil, the campaign utilized various media channels including product placement, outdoor, out-of-home, and sales promotions. In 2023, Mercado Libre's Black Friday campaign achieved unprecedented success. The company saw a remarkable 39% year-over-year increase in overall sales during the period, and an extraordinary 80% year-over-year boost specifically on Black Friday itself. This impressive performance stands out even more considering the challenging market conditions in Brazil, where many competitors struggled. AWARDS Cannes Lions 2024 - Media Grand Prix - Silver in Brand Experience & Activation - Silver in Creative Commerce - Silver and Bronze in Media CREDITS Brand: Mercado Libre, Brazil. Chief Marketing Officer: Sean Summers. Head of Branding: Iuri Maia. Branding Manager: Stephanie Romeiro. Branding Specialist: Laryssa Monteiro. Creative Agency: GUT, São Paulo. Founder & Creative Chairman: Anselmo Ramos. Founder & Creative Chairman: Gaston Bigio. Global CEO: Andrea Diquez. Managing Director: Valeria Barone. Chief Creative Officer: Bruno Brux. Executive Creative Director: Murilo Melo, Tiago Abreu. Creative Directors: Rapha Borges, Rafael de Miranda. Associate Creative Directors: Mellina Fontoura, Paula Keller Perego. Creatives: Erick Wilmer, Felipe Farah, Ana Paula Silva, André Hernandez, João Guilherme Nunes. Head of Account: Alessandra Visintainer. Regional Account Director: Natalia Noya. Account Director: Raphaela Guillen. Account Manager: Giovanna Falvino. Account Supervisor: Mateus Carvalho, Mayara Valadares. Production Companies: Cine Cinematografica, Mugshot, Pedro Dimitrow, Raiz Estudio, Yellow Mello. Media Agency: GUT, Sao Paulo.