The brief was to position Mercado Libre as a fashion destination for people in Latin America. We had to connect with Gen Z and get them to consider our platform when they wanted to buy sports clothing items.

For this campaign, we used two pieces of data and combined them to develop our core creative idea. We crossed the information of the most sold items in the fashion category in Mercado Libre with the addresses of the deliveries, and that helped us determine what people were wearing and where they were wearing it. That way, we transformed an existing expression such as “street style” into something real, letting people know what the real street style was in several streets across 5 different countries in Latin America.

To create our real street style collection, we went through the 3 million purchases Mercado Libre receives every day across the region for over a month. 0.5 of that volume responded to the fashion category. So first we narrowed it down to sports items and then to the most sold ones, to get to the 47.785 most sold sports items. Finally, we looked for the addresses of the deliveries and made groups of items from the same countries, cities and streets. With the help of a wardrobe assistant, we combined the outfits and generated the 5000 final looks.

We went through the Mercado Libre database to select the most sold sports items in the fashion category. Then we crossed that information with the delivery addresses, and created the real street style collection. All 5000 looks were entirely redesigned in 3D, every brand involved sent the clothes so that every item could be stitched and modeled. And then, a very special 3D character was created as well: the location pin. Its anamorphic design made it possible for it to wear both female and male outfits, helping us build a diversity approach for the brand. We also designed some of the streets the pin walks by, combining 3D with 2D to make it visually richer. The overall aesthetics were based on the signs of the streets, choosing typographies that matched that general idea and helped people make the link between all the communications. People could navigate the different looks and buy the items from the Mercado Libre’s e-commerce platform.

+39% Fashion Sales Increase compared to 2020

+300% Audience Growth on Instagram compared with previous months

+560% Engagement on Instagram

8,5% Engagement on Tik tok / +612% ER compared with previous months

6% VTR | 3.5% ER | 25% Consideration on Tik Tok (InFeed)

18% VTR | 8.5% ER | 26 % Consideration on Tik Tok (Top View)

52% VTR on YT

50% VTR on FB

0.53% CTR on FB