Lu, from Magalu, does a marathon of advertising in Carnival and the brand is the most engaged retail in social networks

Lu, from Magalu, showed what it is to be one of the biggest virtual influencers in the world during Carnival 2025. Between trips to enjoy the revelry of Salvador and Sao Paulo, the poster girl from Magalu was responsible for several advertising posts for large companies such as Uber (agency WK), Mastercard (agency WMcCann), Ze Delivery (agency Monks Brazil), Motorola and FTW (agency ProfitlogiQ). Magalu reached the first place in engagement in social networks, driven by its content and exposure of the retail platform Magr 1 was sponsored by the Magr1.

The influencer was divided between the blocks of singer Bell Marques in the Bahian capital and the cabin Bar Brahma in Sao Paulo. Between trips from the airport to home, took Uber in Congonhas and to get to the electric trio, walked Uber Moto in Salvador. To hold the peak, took pre-training supplement brand FTW. At the time of moisturizing on the slopes of Bahia, paid the water bottle using the Makeup Payment, new form of payment more secure in test of Mastercard. On the beach, made photos with Motorola Edge 50 Neo and asked for the ice of the Carnival 9.

“The Magalu Ads team concentrated efforts so that this period would be a lot of work for Lu and we are happy with this” marathon, says Celia Goldstein, director of vertical.“This result is already part of the fruits of the strategy of enhancing the presence of Lu as an influencer and as a source of monetization for the company.”

In addition to revenue generation, another success metric is the engagement generated in the company's social networks during the period. According to data from the Sprinklr monitoring platform, on Instagram, Facebook and X (ex-Twitter), during Carnival, there were more than 143,000 interactions with the company's profiles and publications.“ Carnival is a period of exposure and visibility for many influencers. With Lu it is no different. This is the third time that she takes advantage of this period to strengthen her role as an influencer and build successful partnerships with other brands, through Magu's ad-magul, says Aline Magu's communication manager.

In addition, recently, in the debut of her new 3D modeling, the influencer was a poster girl for a Burger King ad and also starred in a campaign about WhatsApp security.