The Magalu Mother’s Day campaign this year aims to touch customers through special and personal memories. Using Lu’s Artificial Intelligence, Magalu will transform photos of children and their mothers, sent via WhatsApp, into animations. Created in partnership with the technology company 20DASH and Ogilvy Brasil, the action replicates viral trends using AI to transform images.
“People are already used to interacting with Lu on social media. We want them to also engage with our influencer in a close way on WhatsApp, exactly as she would with a friend,” says Aline Izo, Magalu’s branding manager. “And few dates are as emotional and generate as much connection as Mother’s Day. In this action, we found a way to use the latest in technology to create a unique and unforgettable experience with each customer.”
This Mother’s Day action also has a strategic goal. Through it, Magalu aims to cultivate in the customer the habit of interacting with Lu’s AI, currently available on WhatsApp. The use of AI is one of the focuses of the company’s next strategic cycle. The goal is for customers in the coming years to be able to complete the entire shopping journey through conversations with Lu, who will be able to suggest personalized offers tailored to each consumer’s needs. This journey includes everything from choosing the product to payment and after-sales service.
Mother’s Day
The tool, developed by the Magalu and 20DASH teams, will be available on Magalu’s WhatsApp from this Thursday (8) until Sunday (11), when Mother’s Day is celebrated. The tool works right on WhatsApp, without the need for the user to download another application. To get the animation, the user just needs to chat with Lu and place the order. Based on the instructions given in the responses from Magalu’s virtual influencer – including the request for authorization confirmation to use the images sent – users will be able to send photos of shared moments between mothers and children.
“It is essential to make the relationship between brands and customers simpler and more effective,” says Daniel Bottas, CCO of 20DASH. “When we combine AI and creativity, we develop memorable experiences and surprising results.”
On social media, digital influencers will share animated images created by the company. Among them are names like Maria Venturi, Bia Ben, and João Dias. Magalu’s Instagram profile will repost the animations shared by users on social media and that tag the company in their posts.
Mother’s Day is considered one of the main retail sales dates. On Magalu’s website and app, customers find gifts with up to 60% off and free shipping until Sunday, the 11th.
The National Confederation of Commerce, Goods, Services and Tourism (CNC) projects sales of 14.37 billion reais — a growth of 1.9% compared to 2024. According to a survey by Instituto Locomotiva, in partnership with QuestionPro, 8 out of 10 Brazilians intend to buy gifts for their mothers. Most are expected to spend between 100 reais and 500 reais, with the average ticket centered between 250 reais and 450 reais.
A survey by SYN, one of the largest companies in the acquisition, rental, and management of commercial real estate in Brazil, shows that 75% of the respondents intend to go shopping and 85% intend to spend the same or more than last year. Regarding expenses, 51% expect to spend between 101 reais and 300 reais, 20% plan to spend between 301 reais and 500 reais, and 10% will look for a gift of up to 100 reais.
