- Index hide2 The ability of advertising to influence consumption is allied with creative elements, which even stands out in adverse contexts, such as a geopolitical controversy.3 Mercado Libre is considered together with platforms such as Amazon or Alibaba, key players in electronic commerce.
In studies like “Global Consumer Survey 2022” The effect of advertising has been measured.
The ability of advertising to influence consumption is allied with creative elements, which even stands out in adverse contexts, such as a geopolitical controversy.
Mercado Libre is considered together with platforms such as Amazon or Alibaba, key players in electronic commerce.
an announcement of Free market recreated to And where are the blondes? in Peru and the announcement became genius, surpassing the interest in the media agenda, impacted by the coup against President Pedro Castillo.
The role of creativity based on the effect it achieves on the consumer has been measured by studies As the “Global Consumer Survey 2022”where it is noted that 18 percent of consumers have bought the advertised product, because it is promoted by a celebrity.
“The data shown on attitudes towards online advertising show the results of the Global Consumer Survey of Statista conducted in the United States in 2022. About 41 percent of respondents answered the question “Which of these statements about online advertising do you agree with?” with ‘I often get annoyed by advertising on the Internet’”, explains alexander kunsta Statista analyst who projected the study exclusively for users subscribed to the platform, where the data on the number of people who have been positively influenced to buy a product, as a result of the personality that stars in the campaign, stands out.
“Two Blondes” in Mercado Libre
With nearly 25 million views on TikTok, Mercado Libre Peru launched a campaign that for a moment made us forget about the coup d’état in that country, where opponents of President Pedro Castillo imprisoned him.
The campaign story is set in one of the most popular scenes in Where Are the Blondes?, in which a mugger steals her bag from one of the Wilson sisters, who are played by Kevin Copeland Y Marcus Copeland.
The women find themselves in the street with Mercado Libre boxes when they are robbed and one of them begins the chase against the thief, overcoming all kinds of challenges such as people who cross each other and even cars, until she finds the thief, whom she knocks down.
@benja.does @Mercado Libre Peru #free market ♬ It’s Tricky – RUN DMC
Among the comments made, users rate the campaign as a top commercial that they don’t skip, others acknowledging that they were more aware of the performance than of the advertised brand, and others acknowledging that the videos of TikTok they were taking it to another level.
Advertising on social networks leverages creativity to achieve viral videos and consequently establish activities that have served as a benchmark in the market, following a very important scheme in the market, which has to do with the ability of brands to influence. , especially in the midst of complex geopolitical contexts, such as the coup d’état that is taking place in Peru.
These contexts that are challenged with advertising lead to see other cases like that of Ikeawhich activated an advertising campaign at the beginning of the health contingency, where it recognized its clients who were confined to their homes.
These creative pieces show that creativity is an important benchmark that today allows us to deliver valuable content to the consumer and increase the creative capacity in the messages that are delivered.