Our mission was to connect Mercado Libre with fashion enthusiasts who view clothing as expression and entertainment. To do so, we targeted individuals adept at online shopping, seeking the perfect blend of styles, prices, and categories. This audience, deeply engaged with fashion across various touchpoints, possessed a significant amplification capacity—our key to positioning the category atop our platform.

Yet, bridging theory to reality revealed a challenge. Despite the audience's motivation, obtaining the garments inspiring their social media looks posed a real hurdle. We seized an opportunity to play a dual role in their cool-hunting behavior: inspiring them with diverse sports and fashion brands on our platform and providing easy access to the looks within the same space.

Delving into the kind of fashion this audience craved, the athleisure boom and "off-duty" styles showcased a desire to break conventional barriers. Their awareness extended beyond traditional designer influence.

Our groundbreaking idea: Instead of curating content ourselves, we tapped into millions of real users' curating prowess. Enter Real Street Style, born from analyzing delivery data to compile trend analyses from key Latin American capitals. This content approach aimed to introduce and position our fashion and apparel tab uniquely.

Moreover, we proposed delivering those coveted "Must-Have" outfits, each garment in one regional delivery—a distinctive offering that set our campaign apart.

For our brief yet impactful campaign, efficiency was key, with a 100% digital investment targeting our fashion enthusiasts.

Our challenge: capture their attention through outfits, inviting dynamic participation across platforms.

Three layers shaped our message "Get to know the real street style" and unveiled the real data, from broad to localized and conversation-worthy.

Firstly, hero content on YouTube, Facebook, and other social networks created awareness of Mercado Libre's Fashion and Apparel category.

We launched the idea by showing how the location pin in Google Maps would dress in the trending clothes of a particular city while inviting users to explore the Real Street Style on Mercado Libre. Short, dynamic pieces rotated based on data to drive traffic to the website.

Secondly, localized messages tailored to city areas deepened consideration. An interactive map refreshed with sales data engaged users, producing over 80 unique spots.

Thirdly, snack content was amplified through influencers on TikTok, and particular actions redirected users to the site. Instagram and TikTok seized the remix trend, dynamically crafting evolving looks. Celebrities strolled through their neighborhoods, merging data and reality in real time. This interactive approach sparked engagement from users recognizing places and cheering on area-specific styles, contributing to the campaign's focal point.