Mercado Livre, the largest e-commerce platform in Latin America, has just been announced as a finalist inAbrasce Award 2025, the main award in the shopping center sector of Brazil. The indication recognizes the impact and originality of the projectCreator Shop, an unprecedented activation carried out inShopping City Park, which redefined the shopping experience by transforming digital content into a form of payment.
Based on a clear behavioral insight: Brazilians trust brands with a physical presence and recommendations from ordinary people more.Creator Shopbrought e-commerce into the physical environment in an innovative way. For four days, the space functioned as apop-up storein a circular fashion, where all available pieces came from advertising campaigns — used only once or never used. The audience could acquire clothing from major brands using only content as currency:posts no feed, storiesorreelsproduced right there, in fitting rooms transformed into studios.
The campaign broke away from traditional formats and redefined the point of sale through a proprietary algorithm responsible for pricing the items based on the type and amount of content to be published, encouraging creativity and connecting creators, brands, and consumers through an interactive and shareable experience. In just 40 hours, the store sold out 100% of its stock. There were 624 visitors who produced more than 1,800 contents. The campaign resulted in 4.8 million organic impressions on social media and caused a 43% increase in visits to the fashion category onmarketplacefrom Mercado Livre, in addition to a 17% increase in purchase intention.
The initiative, which primarily aimed to combine innovation and positive socio-environmental impact, was strategically established inShopping City Parklifestyle centerknown for its commitment to sustainability and social values, pillars also highlighted byAbrasce Award.
For Thaissa Moreno, the shopping mall's marketing manager, the partnership between the shopping center and the e-commerce reinforces the commitment of both parties to promote actions that have a positive impact on society as well as the environment: "In addition to boosting fashion within the ecosystem, theCreator ShopIt also delivered sustainable value and a new way to engage with the audience, results highly valued by our establishment," completes Thaissa.
“A Crator ShopIt is a success story that demonstrates the power of innovation in retail," says Cainã Meneses, COO of JNTO and Trendspace, companies of the W7M Investments Group. By transforming digital content into a barter currency, the project achieved exceptional engagement, significantly boosting the fashion category on Mercado Livre and increasing purchase intent. These are concrete results that validate our focus on creative, customer-oriented solutions, reinforcing the potential of synergy between the physical and digital for the sector's future.
The award will be presented on June 25, 2025, at the WTC Events Center in São Paulo, bringing together the leading names in the sector and celebrating the best initiatives of the year. Being recognized as a finalist places the projectCreator Shopas a reference in innovation in physical-digital retail and strengthens the positioning of Shopping Parque da Cidade as an establishment committed to sustainability, innovation, and the well-being of visitors.
