Mercado Libre used Snapchat to drive a 25% lift in Online Purchase Intent

Mexico City, May 14, 2018IMS Internet Media Services (IMS) and Snap Inc., creator of Snapchat, announce today the results of Mercado Libre’s campaign during el “Buen Fin” in Mexico. The multi-solution campaign allowed Snapchatters to discover the benefits of shopping in Mercado Libre during El Buen Fin, the annual nationwide shopping holiday in Mexico where major retailers extend their store hours and offer special promotions.

Mercado Libre hosts the largest online commerce and payments ecosystem in Latin America. The company has operations in Argentina, Bolivia, Brazil, Chile, Colombia, Costa Rica, Dominican Republic, Mexico, Ecuador, Guatemala, Honduras, Peru, Panama, Portugal, Uruguay and Venezuela.

Snapchat is an app created by Snap Inc. Over 190 million people use Snapchat every day to send pictures and videos to family and friends, watch Stories, and explore content from top publishers and around the world. Snapchat opens to the camera — to invite people to be creative and ‘talk with pictures’ — and its users are highly active:

  1. On average, users spend over 30 minutes on the app each day.
  2. On average, users create over 20 Snaps each day.
  3. On average, more than 60% of daily users create Snaps each day.
  4. Over 3 billion Snaps are created each day.

MercadoLibre’s campaign on Snapchat consisted of national filters with dynamic countdown technology and a series of Snap Ads that, successfully increased message association by 60% and a 25% increase in Online Purchase Intent.

The national filters creatives leveraged Snapchat’s smart count technology to dynamically update the hours left until the end of El Buen Fin. Creatively highlighting the benefits of online shopping, it successfully reached millions of Snapchatters in Mexico while driving a 60% increase in message association.

A series of Snap Ads showcased several consumers enjoying a relaxing shopping experience online in Mercado Libre – avoiding the common hassle of physical retail. Each Snap Ad highlighted a different benefit of purchasing online in Mercado Libre, from free shipping and better prices to purchase insurance and financing. Mercado Libre was able to drive users down the funnel and lifted online purchase intent by 25%.

“We are very happy with the results of our campaign in Snapchat. Through our Filter and Snap Ad, we exceeded the objective of increasing our brand’s awareness and association during El Buen Fin in Mexico. The platform’s media formats and the support we received from IMS to implement the campaign were key to understand the relevance of consistency and connection on our communications, and even drive our audience purchase interest” said Javier Fernández Morales, Performance Manager from MercadoLibre

About Snapchat

Snap Inc. in a camera company. Over 190 million people use Snapchat every day — to express themselves with family and friends, watch Stories, explore content from top publishers and creators and more. The app opens to the camera to invite our community to be creative and ‘talk with pictures.’ More than 60% of daily Snapchatters now create Snaps with our camera every day and spend on average over 30 minutes on the app daily.

About IMS

IMS Internet Media Services (IMS), a subsidiary of Sony Pictures Television Networks, is a leading digital communications and marketing company which creates partnerships with rapidly developing businesses that seek to expand their markets. IMS helps advertiser brands reach new levels of attraction and grow through their exclusive ecosystem of commercial alliances, creative and content solutions, and media management and investment services. Leading organizations such as LinkedIn, Spotify, Foursquare, Twitter, Vevo, Twitch, EA Games, Yahoo, Snapchat and Waze have worked exclusively with IMS to strengthen their presence in Latin America, Europe and Asia. IMS has its headquarters in Miami and also has offices in Brazil, Mexico, Argentina, Colombia, Chile, Panama, Peru, Ecuador, Uruguay, Spain, Italy, Austria, Switzerland, Russia, India, Hong Kong, Poland, Estonia, Latvia, Lithuania, Bosnia and Herzegovina, Bulgaria, Czech Republic, Croatia, Greece, Hungary, Macedonia, Romania, Serbia, Slovenia, Slovakia and Ukraine, Indonesia and Malaysia.