Magalu's Mother's Day campaign this year aims to touch customers' hearts through special and personal memories. With 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 Brazil, the campaign replicates viral AI usage trends to transform images.
"People are already used to interacting with Lu on social media. We want them to also connect with our influencer in a close way, on WhatsApp, exactly as she 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 with each customer.
The purpose of this Mother's Day campaign also has a strategic objective. Through it, Magalu aims to create 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 that, in the coming years, customers will be able to complete the entire purchase journey through conversations with Lu, who will be able to suggest personalized offers tailored to each consumer's needs. This journey involves everything from product selection to payment and after-sales.
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 within WhatsApp itself, without the need for the user to download another application. To get the animation, the user just needs to talk to Lu and make the request. Based on the coordinates provided in the responses of Magalu's virtual influencer – including the request for confirmation of authorization to use the sent images – users will be able to send photos of moments shared 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 animations shared by users on social media that tag the company in their posts.
Mother's Day is considered one of the main sales dates in retail. 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 of Goods, Services, and Tourism (CNC) projects sales of 14.37 billion reais — a 1.9% increase compared to 2024. According to a survey by the Locomotiva Institute, in partnership with QuestionPro, 8 out of 10 Brazilians intend to buy gifts for their mothers. Most people should spend between 100 reais and 500 reais, with the average ticket concentrated between 250 reais and 450 reais.
A survey by SYN, one of the largest companies in Brazil for the acquisition, leasing, and management of commercial properties, shows that 75% of respondents plan to go shopping and 85% intend to spend the same or more than last year. Regarding expenses, 51% are expected to spend between 101 reais and 300 reais, 20% will spend between 301 reais and 500 reais, and 10% will look for a gift of up to 100 reais.
