Most of the times, the fashion industry sells something more than just clothes. It sells a body ideal. But for Mercado Livre, the biggest e-commerce in Latin America, all bodies are ideal. That’s why for our next fashion campaign in Brazil, we decided to change the narrative and create a platform where every woman could feel represented and included.

Mercado Livre needed to reinforce their positioning in the fashion segment, while communicating the addition of new official brands to their portfolio like Hering, Nike and Levi’s, among others. They also wanted to start talking more directly to the female audience, because according to some of their latest research, most purchases on the platform are made by men.

The main objective was to get women to consider buying fashion on Mercado Livre, by overcoming one of the most important barriers: the fear of choosing the wrong size while shopping online.

We created an interactive and personalized campaign to allow women to watch a fashion content in their own size, and not in XS size as usual. We wanted them to see our clothes on a model that represented them, so they could feel more comfortable and imagine how it was going to fit them more accurately.

We needed to communicate the fashion category and wanted to do it from Mercado Livre's inclusive perspective since our foundations are society's progress and the democratization of e-commerce.

We know the conversation about body positivity has risen in the last few years. But still, it's not easy to see this change in the clothes stores. So our goal was not to talk about bodies but about sizes since the problem is the limited clothing sizes that give society an idea of the body. One size fits none.

To escape the rule of what brands are communicating and do something people would be able to experience, we launched the first campaign that they could watch in their size. We used the media plan to generate engagement and the massiveness of our platform to offer what should be the rule: A diversity of clothes so everyone can recognize themselves in their sizes.

We shot the same ad several times, changing nothing but the models. So that the same clothes could be showcased in a variety of sizes and not only in a small size, like usual. By using Adludio, we uploaded the videos creating an interactive experience for our audience and giving them the chance to choose the size in which they wanted to see the collection. Then, they were re-targeted to our online platform, where they could buy the clothes in the same size they chose to watch the video.

Nike, Adidas, Hering, Amaro, Levis and Farm decided to join the initiative.

Over 78 million women in Brazil could enjoy watching a fashion content in their size for the first time.

(The campaign is still running to this day).