Magalu is one of the largest retailers in Brazil.

They have created Lu, the first virtual digital influencer in the country.

Today, Lu is the most famous digital retail influencer in the world.

Besides being a tech specialist, she is also a virtual woman who fights for real causes, such as diversity, breast and prostate cancer.

Unfortunately, at the same time, she is constantly harassed online.

Just like every woman should do, Lu didn't kept it quiet and decided to denounce her abusers. Then, she went even further and created a button on Magalu’s SuperApp that by being activated makes a call directly to the National Secretariat of Policies for Women, which is responsible for receiving and investigating complaints about violence against women.

Now, this is a permanent feature of the app.

The service was announced on Women’s International Day, maximizing its repercussion and reach on national and social media. Lu was recognized as the spokesperson and the ambassador for the campaign.

This feature was included permanently on Magalu super app, and announced nationwide.

The Lu project started back in 2007 when influencers were still a brand new thing. She was first introduced by being present in the brand channels as a spokesperson for campaigns. She presented new products, explained about technology and engaged with Magalu’s community in order to gain their trust and establish a fan base in our social media pages. Then, Lu started to become even bigger, as she was not only the face and the voice of the brand in social media but also a virtual digital influencer with a life of her own. From that point on, Lu started to serve her purpose with a fan base, notability and relevance that the brand had never had before. That way, she helped transform the audience perception of the brand and, most importantly, became a symbol for the fight against violence, harassment, and prejudice on women.

The most important result was the service adoption. In one month, more than 9.242 people used the button on the app to contact the National Secretariat of Policies for Women to report a complaint. The action established Magalu as an ambassador of the fight against women violence.

- 56.900.000 impressions

- 19.700.000 unique users

- 240.000 interactions