Mercado Libre Social Media Brandbook

PROJECT OVERVIEW

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The social media industry had an unprecedented level of growth in the recent years, and this process is much more emphasized in ecommerce. On the one hand, social content was optimized in order to maximize metrics and interactions, but on the other, brands suffered a loss of personality in the process, making them very similar with each other.

Together with the Mercado Libre team we detected this trend and decided to work together with the aim of reversing this. A regional company with so many needs, brands and sub-brands, represented a colossal challenge.

After an exhaustive process with the internal MeLi team we managed to raise and standardize the best practices in social media branding and achieve a positive impact both on brand perception and on the daily work of hundreds of professionals throughout the different local agencies.

A NEW & ELEVATED DESIGN SYSTEM

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One of the most necessary characteristics to build a brand in social networks is consistency. With this in mind we developed dynamic constructive grids that allowed us to speed up the creative process without losing grip. The definition of vibrant color spaces, attention to detail in typographic work and the creation of a reusable graphics ecosystem, resulted in a cohesive work that treats different sub-brands as part of a whole.

Always understanding the different objectives in each stage of the marketing funnel: “in your face” jazzy animations for the awareness, the friendly miscellaneous shapes of the MercadoPago app for consideration and a “eye catching” way to show the CTA at the lower funnel (performance).

A PLACE WHERE ANIMATION IS KING

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How to make a promoted ad not feel like such? How to stop the scroll? How to attract the eye between stories? How to sneak between editorial lines. Easy, drawing attention. We crafted a system of custom engaging animations to allow a greater immersion in offers, products and content. A visual storytelling that becomes a part of the brand.