BLOG | August 10, 2023
Combining trends and creator-based content to become viral
By Florencia Cañete – Content Partner Sr. at Winclap
If it is a trend, it is in MercadoLibre
Mercado libre is the biggest shopping platform in LATAM. Its marketing team is known for moving and growing fast. As fast as the recent blockbuster movie that turned everything pink.
As a top shopping brand, Meli wanted to ride the pink wave. They launched an OOH campaign using LED Billboards featuring QR codes taking users to pink fashion items on the app.
Simultaneously, they launched a digital organic and paid campaign on TikTok and Reels to complement their offline efforts. Winclap Paid and Creative Studio teams helped with this.
Together they…
- Selected a fashion creator with a one-of-a-kind style.
- Created a storyboard following the “Pink Look” concept.
- Produced a video showcasing the entire user journey.
- Boosted the organic video with TikTok spark ads.
A consistent online and offline user experience
The video showed the journey from scanning the billboards to finding the product on the app, to seeing the creator actually wearing the items.
It was originally posted organically on the creator’s profile and boosted with TikTok spark ads. It went viral with more than 3M views, 10k likes and 48 comments in only one day.
And it went viral!
In only 24 hours the video reached more than 3M views, 10.3k likes, 22 comments, 20 saved and 66 shares.
The Key figures who made this possible
