The One Show
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Category
Craft / Data-Driven Personalization
Annual ID
OS23_DM032S
About the Work
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.
We found out that street style was a relevant topic for Gen Z that also had a lot to do with sports, because they don’t only use sports items to practice sports, they also wear them as fashionable items. So we looked for something very ownable that we could say about it and we came up with the idea to dive into our data and find out what the most sold items were, street by street.
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 that impacted each of our customers that lived on every specific street. Always with a CTA that invited them to buy the full look on our e-commerce platform.
Since we had very specific data, we could impact people with looks that already had a piece of clothing they had probably bought during the last couple of months. So we achieved 2 goals at the same time: the first one was to make a fashion collection to which they could relate, because in a way, they had contributed. The second one was to give them ideas on how to combine the clothes they already had to create new looks, and get them to go to our platform and buy.
We found out that street style was a relevant topic for Gen Z that also had a lot to do with sports, because they don’t only use sports items to practice sports, they also wear them as fashionable items. So we looked for something very ownable that we could say about it and we came up with the idea to dive into our data and find out what the most sold items were, street by street.
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 that impacted each of our customers that lived on every specific street. Always with a CTA that invited them to buy the full look on our e-commerce platform.
Since we had very specific data, we could impact people with looks that already had a piece of clothing they had probably bought during the last couple of months. So we achieved 2 goals at the same time: the first one was to make a fashion collection to which they could relate, because in a way, they had contributed. The second one was to give them ideas on how to combine the clothes they already had to create new looks, and get them to go to our platform and buy.
2023 Awards
Total Points: 21
Silver Pencil
Credits
Agency
GUT / Buenos Aires
Client / Brand
Mercado Libre / BUENOS AIRES
Production Company
Reino / BUENOS AIRES
Music / Sound Production Company
Animal Music / BUENOS AIRES
Art Director
Alvaro Salazar Chacon
Copywriter
Ticiana Mancini
Chief Creative Officer
Ignacio Ferioli
Joaquin Cubria
Chief Digital Officer
Agostina Martino
Chief Technology Officer
Christian Pierre
Creative Director
Diego Fernandez Posada
Laura Rapela
Designer
Carolina Vazquez García
Executive Creative Director
Matias Lafalla
ramiro rodriguez gamallo
Producer
Julia Lagos
Account Director
María Zicari
Account Supervisor
Bernardita Musa
Head of Production
Florencia Albizzati
Client Representative
Bernadette Mac Dermott
Louise Mckerrow
Thais Correa Da Costa De Souza Nicolau
Creative Manager
Paula Akel
CSO
Javier Quintero
Founder
Anselmo Ramos
Gastón Bigio
Head Of Design
Rosario Muñoz Lopez
Managing director
Agustina Garavilla
Regional Account Director
Natalia Noya
Social Strategist Lead
Ignacio Rocca
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