The challenge: drive top-of-mind awareness and acquire new users
Mercado Pago sought to position itself as the preferred platform for teens aged 13–17 opening their first digital account. The core message centered on user acquisition: "From age 13, you can have your digital account."
"We knew that reaching teens wasn't just about media buying — it was about understanding their world."
The campaign needed to embody the brand's values of transformation, modernity, inclusion, convenience, and empowerment — positioning Mercado Pago as the most accessible option for independent teen financial management.
The strategy: reaching teens where they are
Kidscorp developed a data-driven omnichannel strategy activating across the platforms where Argentine teens actually spend their time:
- Teen-favorite YouTube channels with Skippable In-Stream formats
- Top mobile apps using Branded Videos
- YouTube Shorts for vertical video content
Over 80% of Argentine teens watch YouTube daily; more than 75% use mobile apps as their primary source of entertainment and shopping. The campaign leveraged Kidscorp's DSP — the only programmatic platform specifically built for U18 audiences — enabling precise segmentation by age, gender, and interests.
Results: massive reach, sustained engagement, and standout metrics
These results reflected not just media efficiency, but genuine audience alignment. When creative is built for the right context and delivered through U18-native inventory, teens engage on their own terms — not because they have to, but because the message lands.
Beyond performance: measuring for insight, improvement, and growth
A post-campaign quantitative online study measured recall, comprehension, brand identification, perceived attributes, and usage intent among teens — reinforcing Kidscorp's role as a specialized U18 partner across the entire campaign journey, from strategy and execution to post-campaign analysis.
- Brand recall — how well teens remembered seeing Mercado Pago
- Message comprehension — whether the "from age 13" message was clearly understood
- Perceived attributes — alignment with values like modernity, inclusion, and empowerment
- Usage intent — likelihood of teens opening an account following exposure
This measurement layer transformed campaign results into actionable intelligence — a feedback loop that continuously improves targeting, creative, and channel mix for future activations.