Mercado Libre

Campaign Diaries

Argentina

Break the Tape, by Mercado Libre: from retail media to commerce media

Brand: Mercado Libre

Campaign: Break the Tape

Source: https://www.adlatina.com/publicidad/del-retail-media-al-commerce-media

Goal: Transition from retail media to commerce media

Claim: Connecting users where they are across different media

Media: social media, Connected TV, digital media

Summary: During the 'Break the Tape' event, Mercado Libre presented its vision for transitioning from traditional retail media to a comprehensive commerce media model. This approach aims to integrate various advertising channels and enhance the measurement of advertising effectiveness, leveraging AI and extending outreach across multiple platforms. The objective is to seamlessly connect brand discovery with consideration and purchase processes while breaking down silos in advertising.

Campaign Diaries

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Argentina

Premiere: Gut Buenos Aires and Mercado Libre announce that the brand now offers free shipping

Brand: Mercado Libre

Campaign: Una buena

Source: https://www.adlatina.com/publicidad/preestreno-gut-buenos-aires-y-mercado-libre-presenta-cuentan-que-ahora-tienen-envo-gratis

Goal: To improve the user experience with free shipping

Claim: Finally, something goes in my favor

Media: Television, digital, outdoor

Summary: The campaign 'Una buena' by Gut Buenos Aires promotes Mercado Libre's new benefit of free shipping on purchases over 15,000 pesos through the Meli+ subscription. Utilizing humor, the campaign depicts unfortunate situations that eventually resolve positively, celebrating the concept of 'Una buena' which resonates with Argentine culture. The campaign is launched across television, digital platforms, and outdoor advertising throughout Argentina.

Campaign Diaries

No Brand Diaries found.

free shipping humor user experience

Global

Gastón Bigio and Sean Summers: ‘The Only Risk is Not Taking Risks’

Brand: Mercado Libre

Campaign: Cannes Lions 2026

Source: https://www.adlatina.com/publicidad/gastn-bigio-y-sean-summers-el-nico-riesgo-es-no-arriesgar

Goal: To transform cultural relevance and audience attention into concrete results for brands

Claim: The only risk is not taking risks

Media: Event sponsorship and networking

Summary: In this episode of Market Minds, Gastón Bigio, founder of Gut, and Sean Summers, EVP of Mercado Ads & CMO of Mercado Libre, discussed the importance of taking risks in communication and marketing during their conversation at Cannes Lions 2026. They emphasized the need for continuous reinvention in marketing strategies to maintain success and relevance amidst competition.

Campaign Diaries

No Brand Diaries found.

Cannes Lions communication leadership marketing innovation

Latin America

Juan Lavista: ‘Creativity and commerce live in the same world’

Brand: Mercado Libre

Campaign: Latam Club at Cannes Lions

Source: https://www.adlatina.com/publicidad/juan-lavista-la-creatividad-y-el-comercio-viven-en-el-mismo-mundo

Goal: Lead the conversation on the future of digital advertising

Claim: Connecting brand investments with real business results

Media: TikTok, programmatic advertising

Summary: Mercado Ads, a major player in Latin America's advertising market, hosted the Latam Club at Cannes Lions to foster business discussions. The event included networking sessions and presentations on the future of advertising, emphasizing real purchase behavior data. They showcased a new integration with TikTok aimed at bridging brand investments with tangible business outcomes.

Campaign Diaries

No Brand Diaries found.

business networking Cannes Lions Digital Advertising