BACKGROUND & CONTEXT:

Mercado Libre, a long standing supporter of the LGBTQIAP+ Pride Parade in Brazil, wanted to launch a standout campaign during Pride Month that would resonate with young community members. Music holds a special place in the hearts of the community, yet there remains a noticeable scarcity of LGBTQIAP+ artists achieving mainstream success. This gap presented a unique opportunity for a campaign that could both celebrate and elevate LGBTQIAP+ voices in the music industry.

CREATIVE CHALLENGE:

The challenge was to create a campaign that would not only draw attention but also actively involve the youth of the LGBTQIAP+ community in a relevant way. The goal was to go beyond traditional advertising methods and instead empower and spotlight emerging LGBTQIAP+ talent in a sector where they have historically been underrepresented.

SOLUTION:

To address this, we created a platform where anyone could engage directly with music and the community's most influential artists. We developed an online store offering free music files from Pabllo Vittar, Brazil's biggest LGBTQIAP+ music icon. This store was designed specifically for the LGBTQIAP+ audience to encourage creative expression, allowing users to create their own music tracks using samples from Pabllo's work.

EXECUTION:

The execution involved four key phases:

(1) Segmentation and Accessibility: The online store was carefully segmented to appeal directly to young LGBTQIAP+ individuals, ensuring easy access to the music files for download.

(2) Promotion and Engagement: We actively promoted the platform to maximize downloads and highlighted the best collaborations, the 'feats' created with Pabllo Vittar's song.

(3) Community Involvement: To deepen engagement, we introduced a voting mechanism that allowed the community to choose their favorite tracks.

(4) Live Performance Opportunity: The campaign culminated at the Pride Parade, where the most popular artists selected through community voting had the chance to perform live with Pabllo Vittar, creating a significant moment of recognition and celebration.