Lu, from Magalu, showed what it means to be one of the biggest virtual influencers in the world during Carnival 2025. Between trips to enjoy the revelry in Salvador and São Paulo, the Magalu spokesperson was responsible for various advertising posts for major companies such as Uber (WK agency), Mastercard (WMcCann agency), Zé Delivery (Monks Brasil agency), Motorola, and FTW (ProfitlogiQ agency). Magalu reached the top spot in engagement on social media, driven by its content and exposure. According to data from the Sprinklr monitoring platform, Magalu’s total engagement share compared to the main retailers and Carnival sponsor brands was 19%. In the comparison among retail companies only, the number rises to almost 30%.
The influencer split her time between singer Bell Marques’ blocos in the Bahian capital and the Bar Brahma VIP area in São Paulo. Between trips from the airport to home, she took Uber from Congonhas and, to get to the trio elétrico, she rode Uber Moto in Salvador. To keep up with the pace, she took pre-workout supplements from the FTW brand. When hydrating on the Bahian hills, she paid for the water bottle using Makeup Payment, a new, safer form of payment being tested by Mastercard. At the beach, she took photos with the Motorola Edge 50 Neo and, to end the Carnival, she ordered ice and drinks through the Zé Delivery app. By the end of Carnival, Lu’s actions reached over 30.9 million users on social media.
“The Magalu Ads team concentrated efforts to make this period very productive for Lu, and we are happy with this marathon,” says Celia Goldstein, director of the vertical. “This result is already part of the fruits of the strategy to enhance Lu’s presence as an influencer and as a source of monetization for the company.”
In addition to revenue generation, another success metric is the engagement generated on the company’s social media during the period. According to data from the monitoring platform Sprinklr, on Instagram, Facebook, and X (formerly-Twitter), during Carnival, there were over 143,000 interactions with the company’s profiles and publications. “Carnival is a period of exposure and visibility for many influencers. It’s no different for Lu. This is the third time she takes advantage of this period to strengthen her role as an influencer and build successful partnerships with other brands, through Magalu Ads”, says Aline Izo, branding and communications manager at Magalu.
Furthermore, recently, in the debut of her new 3D modeling, the influencer was the face of an advertisement for Burger King and also starred in a campaign about WhatsApp security.
