Context
Mercado Libre needed a campaign that could resonate across Latin American markets while reinforcing the brand’s role in shaping how people discover and adopt online shopping.
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Mercado Libre
Mercado Libre — Nunca Dejes de Buscar
A regional brand awareness campaign built to connect with audiences at the first step of online purchase adoption.
My role
Contributed to the development of the campaign from a marketing and strategic perspective, collaborating with cross-functional teams and agencies. While not the campaign owner, I was involved in shaping the narrative and ensuring alignment with broader brand objectives across the region.
Case insights
Key takeaway
Strong brand narratives shape behavior, not just awareness.
Case notes
- Regional campaign targeting early-stage e-commerce adoption
- Integrated online and offline execution
- Focused on emotional connection and recall
Challenge
The challenge was not simply recall. It was emotional and strategic connection. The campaign had to reach people who were still at the first step of their online purchase journey.
Approach
The work centered on supporting a regional brand campaign with a strong narrative foundation, ensuring the creative idea could travel across markets while keeping a consistent emotional core.
Impact
This case demonstrates experience with high-impact regional brand storytelling, showing that strategic marketing is not only about performance, but also about shaping category behavior and long-term brand memory.