Brazil is the country that kills the most LGBTQIA+ people in the world. Therefore, in such a prejudiced country, being a new artist and a member of the community is even more challenging. Although music is one of the main forms of identification for the community, few artists are able to break through and speak to the general public. And the fewer voices that are heard, the fewer people feel represented. Mercado Livre is the largest e-commerce platform in Latin America and a recurring sponsor of Pride in Brazil. This year, its campaign aimed to create opportunities for young artists, revealing voices that would never have the chance to be heard. And for that, it planned an unprecedented partnership with the superstar Pabllo Vittar, the most listened to drag queen in the world.

In an unprecedented negotiation with the mega artist Pabllo Vittar, we launched the Files of Freedom: a pack of audio, image and video files, all 100% royalty-free, which allowed anyone to create their own feat with the world's biggest drag queen. The pack could be downloaded for free through a store created within the platform. And through it, the community could create and recreate their collab with Pabllo, in any way they wanted. Putting their own message, lyrics, and music genre. Through the image and video assets, people could create promotional pieces and even their own music video with the artist.

The chosen strategy was to activate both targets simultaneously: members of the community interested in music and young artists eager to launch their work. Specific pieces were created for each, with CTAs adapted to each target.

For this, we used targeted media through the brand's social media, choosing when to specifically impact each audience.

To promote the campaign, we used the brand and artist's social media accounts. As new collabs were released, the brand and artist reposted the best content, amplifying the names of the new artists. We used YouTube as a repository for the music videos created by the people. We also activated TikTok to launch challenges that featured the original music as a base.

To kick off the campaign, we announced the Files of Freedom as "Pabllo's biggest collab ever," which caused a huge impact and generated a lot of conversation. We did this through the artist's own social media channels, which directly activated her fanbase.

Days later, we revealed that the expected collab would be with the entire country. We activated messages for each audience, inviting artists to produce their music and encouraging the community to discover new artists.

We used digital influencers to help promote the campaign. Some of them even launched their own collabs to demonstrate how to do it. As the collabs emerged, we used the brand's and the artist's social media to repost the best ones, encouraging even more people to participate. We also selected the best works to promote with PR, taking their names even further.

The campaign was widely successful in engaging the community to discover new artists, as well as engaging artists to showcase their work. More than 1800 artists were revealed, in genres ranging from rock to gospel music.

The project not only introduced new names to the general public, but also less popular voices from the letters of LGBTQIAP+ who have never been able to see their voices in a prominent position.

Overall Campaign Results

+750M Impressions

Campaign Total Reach: 55M people

Artists Revealed: 1.800

Engagement 6x bigger than brand average

97% positive comments

Facebook Brand Lift

Favorability: +2 points (100% better than LATAM benchmark)

Kantar Tracking

Consideration: +3 points between young people in June 2022

Ad Recall: +4 points between young people in June 2022