MercadoLibre used Snapchat during “El buen fin” in Mexico
Mexico
A multi-solution campaign allowed Snapchatters to discover the benefits of shopping with MercadoLibre during El Buen Fin.
Challenge
Mercado Libre Mexico wanted to increase message association and online shopping intent during “El Buen Fin”.
Solution
A multi-solution campaign allowed Snapchatters to discover the benefits of shopping with MercadoLibre during El Buen Fin.
Filters
MercadoLibre launched their campaign with a day parted National Filter to drive awareness with “El Buen Finâ. The creatives leveraged Snapchatâs Smart Count technology to dynamically update the hours left until the end of Buen Fin. Creatively highlighting the benefits of online shopping, it successfully reached millions of Snapchatters in Mexico while driving strong message association.
Snap Ads
A series of Snap Ads showcased several shoppers enjoying a relaxing shopping experience online with MercadoLibre – avoiding the common hassle of physical retail. Each Snap Ad highlighted a different benefit of purchasing online with MercadoLibre, from free shipping and better prices to purchase insurance and financing. MercadoLibre was able to drive users down the funnel and impact online purchase intent with results above the norm.
Results
By driving up the frequency with multiple ad products and following Snapchatâs creative best practices, MercadoLibre drove impact for their Buen Fin campaign. When used together, Snap Ads and Filters drove significant lifts across all brand metrics, including a 60% lift in Message Association and 25% lift in Online Purchase Intent.
Source: Kantar Millward Brown Brand Lift Study November 2017
Testimonials
âWe are very happy with the results of our campaign in Snapchat. Through our Filter and Snap Ad, we exceeded the objective of increasing our brandâs awareness and association during El Buen Fin in Mexico. The platformâs media formats and the support we received from IMSâs team to implement the campaign were key to understand the relevance of consistency and connection on our communication, and even drive our audience purchase interestâ
Digital Marketing Manager from Mercado Libre
