The Lu, do Magalu, showed what it is to be one of the biggest virtual influencers in the world during Carnival 2025. Between trips to enjoy the festivities of Salvador and São Paulo, the Magalu advertising girl was responsible for several advertising posts for major companies like Uber (agency WK), Mastercard (WMcCann agency), Zé Delivery (agency Monks Brazil), Motorola and FTW (ProfitlogiQ agency). Magalu reached first place in engagement on social media, driven by its content and exposure. According to data from the monitoring platform Sprinklr, the total engagement share of Magalu compared to the main retailers and Carnival sponsoring brands was 19%. In the comparison only among retail companies, the number rises to almost 30%
The influencer divided herself between the blocks of singer Bell Marques, in the Bahian capital, and the Bar Brahma box, in São Paulo. Between the trips from the airport to home, took an Uber in Congonhas and, to get to the electric trio, rode a Moto Uber in Salvador. To keep up the pace, took pre-workout from the supplement brand FTW. When it comes to hydrating on the Bahian slopes, paid for the water bottle using Makeup Payment, new safer payment method in Mastercard test.At the beach, took photos with the Motorola Edge 50 Neo and, to close the Carnival, ordered ice and drinks through the Zé Delivery app. Until the end of Carnival, Lu's shares reached over 30,9 million users on social media
"The Magalu Ads team focused efforts to ensure that this period was very productive for Lu and we are happy with this marathon",affirms Celia Goldstein, vertical director.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.”
Besides revenue generation, another metric of success is the engagement generated on the company's social media during the period. According to data from the monitoring platform Sprinklr, no Instagram, Facebook and X (formerly 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's no different. This is the third time she is taking advantage of this period to strengthen her role as an influencer and build successful partnerships with other brands, through Magalu Ads, claims Aline Izo, branding and communication manager of Magalu
Furthermore, recently, at the premiere of its new 3D modeling, the influencer was the spokesperson for a Burger King advertisement and also starred in a campaign about WhatsApp security
