Mercado Libre, the largest ecommerce platform in Latin America with over 200 million active users, sought to establish a connection and engage with its audience through a fresh social media channel. They approached us with the task of finding a brand ambassador who could authentically showcase the benefits and features of their marketplace.

The ultimate objective was clear: Creating a new brand ambassador, expert in their marketplace. However, as social media is filled with experts,our primary challenge was to differentiate him from the rest. We decided to give him a unique talent and that's when our media insight emerged, we strategically infiltrated him onto the world's biggest stage for showcasing exceptional talent: Got Talent TV shows.

We created a brand ambassador from scratch with a unique talent: “An Ecommerce professional searcher”. In order to validate this talent, we infiltrated him where the best ones compete: The Got Talent Show.

He participated in the show's casting and advanced through each round while showcasing various features and products from our Marketplace. His appeareances made him a social media sensation, gaining a large following and creating a community around his content. We even created a dedicated product category on our marketplace where he shared his product recommendations with his followers.

Mercado Libre targets a wide range of individuals, specifically males and females aged 18 to 35 in Argentina. This demographic coincides with the audience of "Got Talent," the highest-rated show in the country. Therefore, our strategy aimed to make a significant impact during prime time television at a minimal cost.

Our approach was straightforward: we created our own brand ambassador with a unique talent as a "Mercado Libre professional searcher." We strategically placed him on the show, allowing his talent to speak for itself on the Got Talent stage. As he progressed through the competition, he gained a big amount of followers on social media platforms such as TikTok and Instagram, and by creating engaging content for his community we manage to highlight the features and benefits of the Marketplace in a more organic way.

The implementation plan revolved around the transformation of an unknown brand ambassador into a television celebrity. It all began by giving our brand ambassador a unique talent, crafting a compelling social background story to enhance his credibility, and strategically infiltrating him into the auditions of the renowned talent competition: Got Talent Argentina.

Our brand ambassador successfully secured a spot on the show and made a total of 5 appearances during prime time. Throughout these appearances, he showcased his talent to the judges through various challenges that involved interacting with our marketplace, highlighting its features and benefits. Each appearance on the show had a direct impact on social media, as his community began to grow rapidly. Therefore, we produced diverse content that effectively communicated our brands benefits, resulting in an impressive engagement rate.

The idea translated into over 11 minutes of captivating branded content on prime-time television resulting in a remarkable earned media value of over 5.5 million and reaching over 15.4 million individuals throughout Argentina.

On social media, our brand ambassador experienced an extraordinary surge in followers, with a staggering growth of 9750% on TikTok and Instagram, building a big community around him. The content he shared on his profiles garnered more than 2.1 million interactions, accompanied by a highly positive sentiment of 86%. These achievements also contributed to notable improvements in key brand image indicators such as trust and convenience.

Above all, our endeavor successfully established a new channel for Mercado Libre to communicate its marketplace features and promotions with its audience in a genuine and organic manner.