Handshake hunt campaign
The Handshake Hunt campaign, launched by Mercado Libre in Brazil for Black Friday in 2023, was a creative and effective marketing strategy that utilized existing content (TV shows) to promote their discounts.
Campaign Overview
Goal :
Increase brand awareness and sales during Black Friday, a peak shopping period in Brazil. Stand out from competitors in a crowded advertising space.
The Idea :
Partner with Globo, the world’s second-largest TV network, to embed discount offers directly into their shows. Leverage a unique element – handshakes – as a trigger for the offer reveal.
Campaign Execution :
- Handshake Identification : Mercado Libre analyzed scripts and scenes of popular Globo shows beforehand to identify every handshake.
- QR Code Integration : Whenever a handshake scene appeared on screen, a QR code would pop up for a limited duration.
- Discount Access : Viewers who scanned the QR code with their smartphones would be directed to a webpage revealing exclusive Black Friday deals and discounts on Mercado Libre’s platform.
Why This Worked :
- Targeted Approach : The campaign utilized existing content that viewers were already engaged with, making it less intrusive than traditional advertising.
- Surprise and Engagement : The unexpected appearance of QR codes during handshake scenes created a sense of surprise and encouraged viewers to interact.
- Relevance to Mercado Libre : The handshake element subtly connected to Mercado Libre’s logo, which features two hands shaking.
Impact :
- Huge Reach : The campaign reached over 80 million Brazilians through Globo’s vast audience.
- Sales Boost : Despite a challenging economic climate, Mercado Libre achieved its best Black Friday sales performance ever.
- Brand Recognition : The campaign significantly boosted brand awareness and solidified Mercado Libre’s position as a leader in e-commerce for Brazilians.
Impact and Results
The Handshake Hunt campaign by Mercado Libre achieved impressive results with 7.8 billion impacts, over 50 million vouchers distributed, and an 80% increase in sales.
Lessons Learned
The Handshake Hunt campaign showcases how innovative thinking and strategic partnerships can lead to successful marketing campaigns. It effectively leveraged existing content and audience behavior to create a memorable and engaging experience for viewers, ultimately driving sales and brand recognition for Mercado Libre.
