PRWeek Global Awards 2022: Best Influencer Marketing Campaign

Winner: Iconic kisses by FleishmanHillard Brasil for Mercado Livre

Mercado Livre, a technology provider for e-commerce and financial services in Latin America, has an internal policy to promote diversity and supports events and actions related to LGBTQIA+ audiences, such as the São Paulo Gay Parade.

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To reinforce the idea that everyone should be free to express their affection in a more representative world, she launched the Iconic kisses campaign during LGBTQIA+ Pride. The campaign is based around pop culture-inspired kissing images and invites the community to spread and normalize #IconicKisses by diverse couples. It debuted online on June 6 at the São Paulo parade and was released to social media and OOH during that month.

To increase awareness of Mercado Livre as a company that supports diversity and building on the New Iconic Kisses campaign, Fleishman Hillard developed an online and offline communications strategy. The illustrators reinterpreted the kissing scenes from the film, each choosing images and making their own design, before posting the art on their respective social networks. Twelve couples from the LGBTQIA+ community recreated the kisses from the film and posted the photo on their profiles. These activations generated significant buzz and engagement on influencer networks and on Mercado Livre’s social profiles.

A press stunt on June 28 – Gay Pride Day – featured an outdoor screening of the new Iconic kisses illustrations on the facade of a building in the middle of Avenida Paulista. It had a very positive impact, with comments and emotional reactions.

The judges said, “It’s amazing. What an impactful campaign. It was beautifully executed and allowed people to experience the countryside. »


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