Lu, from Magalu, showed what it means to be one of the biggest virtual influencers in the world during Carnival 2025. Between trips to enjoy the festivities in Salvador and São Paulo, Magalu's poster girl was responsible for several advertising posts for large companies such as Uber (WK agency), Mastercard (WMcCann agency), Zé Delivery (Monks Brasil agency), 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 Sprinklr monitoring platform, Magalu's total engagement share when compared to the main retailers and brands sponsoring Carnival was 19%. When comparing only retail companies, the number rises to almost 30%.
The influencer divided her time between the street parties of singer Bell Marques, in the capital of Bahia, and the VIP area of Bar Brahma, in São Paulo. Between trips from the airport to her home, she took an Uber in Congonhas and, to get to the float, she rode an Uber Moto in Salvador. To keep up with the pace, she took a pre-workout supplement from the supplement brand FTW. When it was time to hydrate herself on the hills of Bahia, she paid for her bottle of water using Makeup Payment, a new, safer payment method being tested by Mastercard. On the beach, she took photos with the Motorola Edge 50 Neo and, to end Carnival, she ordered ice and drinks through the Zé Delivery app. By the end of Carnival, Lu's actions had reached more than 30.9 million users on social media.
“The Magalu Ads team focused their efforts on making this period a very busy one for Lu, and we are happy with this marathon,” says Celia Goldstein, director of the vertical. “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.”
In addition to revenue generation, another metric of success is the engagement generated on the company's social networks during the period. According to data from the Sprinklr monitoring platform, on 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. It's no different for Lu. 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 communications 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.
