Lu from Magalu showed what it means to be one of the world's biggest virtual influencers during Carnival 2025. Between trips to enjoy the festivities in Salvador and São Paulo, the Magalu spokesperson was responsible for several advertising posts for major companies such as 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 Sprinklr monitoring platform, Magalu's total engagement share when compared to the main retailers and sponsor brands of Carnival was 19%. In the comparison only among retail companies, the number rises to nearly 30%.
The influencer split her time between the blocks of singer Bell Marques in the Bahian capital and the Bar Brahma VIP area in São Paulo. Between trips from the airport to home, he took an Uber at Congonhas and, to get to the electric trio, he rode an Uber Moto in Salvador. To withstand the peak, he took pre-workout from the supplement brand FTW. When hydrating on the Baiana hills, she paid for the water bottle using Makeup Payment, a new, more secure payment method tested by Mastercard.At the beach, he took photos with the Motorola Edge 50 Neo, and to end Carnival, he ordered ice and drinks through the Zé Delivery app. By the end of Carnival, Lu's actions reached over 30.9 million users on social media.
"The Magalu Ads team focused efforts to make this period a lot of work for Lu, and we are happy with this marathon," says Celia Goldstein, the vertical director.This result is already part of the fruits of the strategy to enhance Lu's presence as an influencer and as a monetization source for the company.
Besides revenue generation, another success metric is the engagement generated on the company's social media platforms during the period. According to data from the Sprinklr monitoring platform, on Instagram, Facebook, and X (formerly Twitter), during Carnival, there were over 143,000 interactions with the company's profiles and posts. "Carnival is a period of exposure and visibility for many influencers. With Lu, it's no different. This is the third time she has taken advantage of 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.
Furthermore, recently, at the premiere of her new 3D modeling, the influencer was the poster girl for a Burger King advertisement and also starred in a campaign about WhatsApp security.