This year’s Magalu Mother’s Day campaign 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 tech company 20DASH and Ogilvy Brazil, the campaign replicates viral trends of 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, personal way on WhatsApp, just as they would with a friend,” says Aline Izo, Magalu’s branding manager. “Few dates evoke as much emotion and connection as Mother’s Day. In this campaign, we found a way to use the latest technology to create a unique and unforgettable experience for each customer.”
This Mother’s Day campaign also has a strategic goal. Through it, Magalu aims to create a habit among customers 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 that, in the coming years, customers can complete their entire shopping journey through conversations with Lu, who will be able to suggest personalized offers tailored to each consumer’s needs. This journey spans from product selection to payment and post-sale support.
Mother’s Day
The tool, developed by Magalu and 20DASH teams, will be available on Magalu’s WhatsApp starting this Thursday (8) until Sunday (11), when Mother’s Day is celebrated. The tool works directly on WhatsApp, with no need for users to download another app. To get the animation, users simply need to chat with Lu and make the request. Based on instructions given by Magalu’s virtual influencer—including requesting authorization to use the submitted images—users can send photos of shared moments between mothers and children.
“It’s 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 animations shared by users on social media who tag the company in their posts.
Mother’s Day is considered one of the top sales dates for retail. On Magalu’s website and app, customers can find gifts with up to 60% off and free shipping until Sunday, the 11th.
The National Confederation of Commerce of Goods, Services, and Tourism (CNC) projects sales of 14.37 billion reals—a 1.9% growth 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 expect to spend between 100 reals and 500 reals, with the average ticket concentrated between 250 reals and 450 reals.
A survey by SYN, one of Brazil’s largest companies for commercial real estate acquisition, leasing, and management, shows that 75% of respondents plan to go shopping, and 85% intend to spend the same or more than last year. Regarding spending, 51% expect to spend between 101 reals and 300 reals, 20% between 301 reals and 500 reals, and 10% will look for a gift under 100 reals.
