ROLE: CW/CONCEPTOR
For Black Friday, Mercado Livre turned up the fun and turned heads with a bold, unexpected concept: “App Men.”
Inspired by dating apps, the campaign introduced “App Men” — charming human representations of irresistible deals — who pop up with seductive push notifications and product suggestions, up to 80% off. These notifications weren’t just hot — they were personalized, humorous, and hard to ignore. More than just a fun idea, it delivered massive results:
#1 on YouTube Leaderboards during Black Friday in LATAM.
Millions of consumers engaged directly on the app — swiping, clicking, and buying.
A fresh, playful take on performance marketing that kept entertainment and conversion walking hand-in-hand.
