Lu, from Magalu, showed what it means to be one of the world’s top virtual influencers during Carnival 2025. Between trips to enjoy the festivities in Salvador and São Paulo, Magalu’s poster girl was responsible for several advertising posts for major companies like Uber (WK agency), Mastercard (WMcCann agency), Zé Delivery (Monks Brasil agency), Motorola, and FTW (ProfitlogiQ agency). Magalu reached first place in social media engagement, driven by its content and exposure. According to data from the monitoring platform Sprinklr, Magalu’s total engagement share compared to the main retailers and Carnival sponsor brands was 19%. When compared only among retail companies, the number rises to nearly 30%.
The influencer split her time between singer Bell Marques’ street parties in Bahia’s capital and the Bar Brahma VIP area in São Paulo. Between airport trips home, she took Uber in Congonhas and, to reach the trio elétrico (electric float), rode Uber Moto in Salvador. To keep up her energy, she took pre-workout supplements from FTW. When hydrating on Bahia’s hills, she paid for her water bottle using Mastercard’s new Makeup Payment, a more secure payment method under testing. At the beach, she took photos with the Motorola Edge 50 Neo and, to wrap up Carnival, ordered ice and drinks via the Zé Delivery app. By the end of Carnival, Lu’s campaigns reached over 30.9 million users on social media.
“The Magalu Ads team focused efforts to make this a period of hard work for Lu, and we’re 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.”
Beyond revenue generation, another success metric is the engagement generated on the company’s social media during this period. According to data from the monitoring platform Sprinklr, on Instagram, Facebook, and X (formerly Twitter), there were over 143,000 interactions with the company’s profiles and posts during Carnival. “Carnival is a period of exposure and visibility for many influencers. With Lu, it’s no different. This is the third time she’s used this period to strengthen her role as an influencer and build successful partnerships with other brands through Magalu Ads,” says Aline Izo, Magalu’s branding and communication manager.
Additionally, recently, during the debut of her new 3D modeling, the influencer starred in a Burger King ad and also led a campaign about WhatsApp security.
