Magazine Luiza Promo, Case study MAGAZINEYOU by Ogilvy Sao Paulo

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Industry Magazines, Retail, Distribution & Rental companies
Media Promo & PR, Case study
Market Brazil
Agency Ogilvy Sao Paulo
Executive Creative Director Fred Saldanha, Claudio Lima, Tiago Meloni
Creative Director Antonio Rodrigues
Art Director Fabio Costa Tbwa\chiat\day, Rafael Rizuto Copywritter
Copywriter Eduardo Marques Porto, Gabriel L. Araujo, Mateus Aquino
Illustrator Victor Trovato
Released January 2012

Credits & Description

Category: Retail and E-Commerce, including Restaurants
Product/Service: MAGAZINE
Chief Creative Officer: Anselmo Ramos (Ogilvy Brasil)
Executive Creative Director: Claudio Lima (Ogilvy Brasil)
Executive Creative Director: Fred Saldanha (Ogilvy Brasil)
Creative Director: Antonio Rodrigues (Etco)
Creative Director: Eduardo Marques (Ogilvy Brasil)
Creativa Director: Tiao Bernardi (Etco)
Copywriter: Eduardo Marques (Ogilvy Brasil)
Copywriter: Gabriel Araujo/Mateus Aquino (ETCO)
Account Manager: Ingrid Lobo (ETCO)
Art Director: Fabio Costa (ETCO)
Art Director: Rafael Rizuto (Ogilvy Brasil)
Illustrator: Victor Trovato (ETCO)
Executive Planning Director: Daniela Bombonato (ETCO)
Executive Operation Director: Daniela Paris (ETCO)
Project Manager: Paula Santana (Ogilvy Brasil)
Account Director: Tiago Lima (Ogilvy Brasil)
Digital Media Director: Antonio Ferreira (Ogilvy Brasil)
Uxd/Interface: Pablo Moura (Ogilvy Brasil)
Media Manager: Fernanda Tavolaro (Ogilvy Brasil)
Advertiser's Supervisor: Frederico Trajano (Magazine Luiza)
Media placement: Application - Facebook - January, 20th, 2012

Insights, Strategy & the Idea
Magazine Luiza is one of the largest chains of household good stores in Brazil with 727 points of sale. But they wanted to significantly expand their business. So, we created MagazineYou: for the first time social network users could open their own store and sell a company’s products to their friends, without leaving the network.

Creative Execution
With the MagazineYOU app, users can open their own personal store, give it a personalized name, share tips, special offers and recommend products that only they know their friends like. But we don’t.

Results and Effectiveness
The goal was to open 10,000 stores in one year. MagazineYou reached 20,000 stores in the first 2 weeks. The conversion rate for MagazineYou became 40% higher than the average e-commerce rate.