{"id":38040,"date":"2025-06-30T18:30:41","date_gmt":"2025-06-30T21:30:41","guid":{"rendered":"https:\/\/staging.portaltela.com\/noticias\/2025\/06\/30\/bis-amplia-presenca-no-ecommerce-e-conquista-smarties-de-ouro-com-mercado-livre\/"},"modified":"2025-06-30T18:30:41","modified_gmt":"2025-06-30T21:30:41","slug":"bis-amplia-presenca-no-ecommerce-e-conquista-smarties-de-ouro-com-mercado-livre","status":"publish","type":"post","link":"http:\/\/54.92.202.131\/economia\/2025\/06\/30\/bis-amplia-presenca-no-ecommerce-e-conquista-smarties-de-ouro-com-mercado-livre\/","title":{"rendered":"Bis amplia presen\u00e7a no e-commerce e conquista Smarties de Ouro com Mercado Livre"},"content":{"rendered":"<p>A Mondelez, com <strong>90% de penetra\u00e7\u00e3o<\/strong> de suas marcas no Brasil, enfrenta desafios no com\u00e9rcio digital, especialmente na categoria de chocolates. Recentemente, a campanha &#8220;Bisculpas&#8221;, realizada no Mercado Livre, conquistou Ouro no MMA Smarties Brasil 2024, destacando a import\u00e2ncia da hipersegmenta\u00e7\u00e3o e da cria\u00e7\u00e3o de conte\u00fados espec\u00edficos para retail media.<\/p>\n<p>A campanha &#8220;Bisculpas&#8221; permitiu que os consumidores comprassem Bis diretamente no Mercado Livre, utilizando a tecnologia e a entrega expressa do marketplace. O terceiro epis\u00f3dio da segunda temporada da s\u00e9rie &#8216;Smarties: Criatividade Efetiva e Impacto de Neg\u00f3cios&#8217; detalha essa iniciativa. Carolina Crespo, Head of Digital Commerce Latam da Mondelez, explicou que o objetivo era aumentar a presen\u00e7a da marca Bis no ambiente digital, onde a penetra\u00e7\u00e3o ainda \u00e9 baixa.<\/p>\n<p>A escolha do Mercado Livre se deu pela sua consolida\u00e7\u00e3o em outras categorias, oferecendo uma oportunidade para expandir a presen\u00e7a digital da marca. Renata Herz, Head de Ind\u00fastria de CPG e Beleza no Mercado Ads, destacou que a campanha alcan\u00e7ou audi\u00eancias que normalmente n\u00e3o seriam consideradas em uma abordagem tradicional. <strong>A campanha foi criada exclusivamente para retail media<\/strong>, com m\u00faltiplas audi\u00eancias e criativos adaptados a cada uma delas.<\/p>\n<p>Nilton Bonini, Diretor Executivo de Neg\u00f3cios na J\u00fcssi, ressaltou a import\u00e2ncia da produ\u00e7\u00e3o de assets e do acompanhamento detalhado da m\u00eddia. A s\u00e9rie de podcasts &#8216;Smarties: Criatividade Efetiva e Impacto de Neg\u00f3cios&#8217; est\u00e1 dispon\u00edvel no YouTube do Marketing Future Today e em plataformas de \u00e1udio como Spotify e Deezer. As inscri\u00e7\u00f5es para o MMA Smarties Brasil 2025 est\u00e3o abertas at\u00e9 15 de agosto, com a cerim\u00f4nia de premia\u00e7\u00e3o marcada para 29 de outubro, em S\u00e3o Paulo.<\/p>\n","protected":false},"excerpt":{"rendered":"<ul>\n<li>A Mondelez possui 90% de penetra\u00e7\u00e3o de suas marcas no Brasil, mas enfrenta desafios no com\u00e9rcio digital, especialmente na categoria de chocolates.<\/li>\n<li>A campanha &#8220;Bisculpas&#8221;, realizada no Mercado Livre, conquistou Ouro no MMA Smarties Brasil 2024.<\/li>\n<li>A iniciativa destacou a hipersegmenta\u00e7\u00e3o e a cria\u00e7\u00e3o de conte\u00fados espec\u00edficos para retail media, ampliando a audi\u00eancia da marca Bis.<\/li>\n<li>A campanha permitiu a compra de Bis diretamente no Mercado Livre, utilizando a tecnologia e entrega expressa do marketplace.<\/li>\n<li>As inscri\u00e7\u00f5es para o MMA Smarties Brasil 2025 est\u00e3o abertas at\u00e9 15 de agosto, com a cerim\u00f4nia de premia\u00e7\u00e3o marcada para 29 de outubro, em S\u00e3o Paulo.<\/li>\n<\/ul>\n","protected":false},"author":15,"featured_media":38061,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"summary":"A campanha \"Bisculpas\" da Mondelez no Mercado Livre destaca a hipersegmenta\u00e7\u00e3o e potencializa a presen\u00e7a digital da marca Bis.","footnotes":""},"categories":[8969,41],"tags":[100],"class_list":["post-38040","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brasil","category-economia","tag-noticia"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Bis amplia presen\u00e7a no e-commerce e conquista Smarties de Ouro com Mercado Livre - Portal Tela (STAGING)<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Bis amplia presen\u00e7a no e-commerce e conquista Smarties de Ouro com Mercado Livre\" \/>\n<meta property=\"og:description\" content=\"A Mondelez possui 90% de penetra\u00e7\u00e3o de suas marcas no Brasil, mas enfrenta desafios no com\u00e9rcio digital, especialmente na categoria de chocolates. A campanha &quot;Bisculpas&quot;, realizada no Mercado Livre, conquistou Ouro no MMA Smarties Brasil 2024. A iniciativa destacou a hipersegmenta\u00e7\u00e3o e a cria\u00e7\u00e3o de conte\u00fados espec\u00edficos para retail media, ampliando a audi\u00eancia da marca Bis. A campanha permitiu a compra de Bis diretamente no Mercado Livre, utilizando a tecnologia e entrega expressa do marketplace. 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