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Magalu's Virtual Influencer Launch: Lu's Rise to Stardom

Agency
Ogilvy
Brand
Magalu
Platforms
None
Services
Content Marketing
Industries
Retail & E-commerce
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Magalu, Brazil's leading retailer, partnered with Ogilvy São Paulo to transform Lu into a global virtual influencer. Created in 2003 as the in-store voice of Magazine Luiza's Commerce site, Lu now dominates live TV, music videos, and brand content. The campaign boosted Magalu's visibility, driving engagement and reinforcing its brand value. By leveraging Lu's personality and platform, the partnership achieved unprecedented reach and cultural impact. The initiative exemplifies how strategic influencer partnerships can elevate brand presence in the digital age.

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Original write-up, full visuals, full context.
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Published around: December 5, 2023 ?
Added to Agency Inside: March 25, 2026

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