Mercado Play
Making Free Entertainment Unmissable
Client
Mercado Play
Year
2025
Country
LATAM
Sector
Marketing & Entertainment
In this fascinating episode, we took our creative skills to Mercado Play’s red yellow carpet: Mercado Libre’s free streaming platform.
The challenge? Give visibility to a brand-new proposition. Place entertainment right at the center of the scene. Shift the mindset of millions of users who landed on the e-commerce site with one goal only: shopping.
The goal was to grab their attention. Pull them in from Mercado Libre’s homepage and surprise them with an unexpected plot twist:the chance to explore and hit play on a must-watch catalog of movies and series — completely free. Simple as that.
Digital Assets
Strategy
Lights, creativity, action!
Powered by cinephile hype, we launched a high-impact main slider campaign. A weekly planning strategy built around diverse content: series, movies, cultural momentum, and audience-driven proposals.
Each title was communicated through three strategic lenses — The Value of Free, Nostalgia & Emotions, and New Appreciation — using playful, provocative messages deeply in tune with global trending topics. Real-time, for real.
The result: we turned Mercado Play’s catalog into a living, adaptable and culturally impactful visual universe, built on a scalable, AI-enhanced visual system — refined through art direction and a whole lot of (yes, a lot of) human sensitivity.
That’s not all, folks!
Previously on Mercado Play: awareness levels were low, and the platform wasn’t part of users’ entertainment mental map. But once the campaign rolled out — supported by continuous performance analysis that allowed us to keep optimizing creative executions — results followed.
Mercado Play achieved a +2.4% increase in share of prints, a +16.67% uplift in CTR since campaign launch, and an average monthly CTR of 0.15%
During key cultural moments like Halloween, the strategy proved its amplification power: +120% growth in CTR, +98% increase in traffic from main sliders, and a +52% uplift in channel CVR.
And just like that, we raised the curtain on free entertainment as a visible, consolidated and relevant category — right inside a platform designed for shopping.
And this story continues… 🎬✨
