Challenge
In Argentina there are two e-commerce spots: Mercado Libre / eBay, the absolute category leader with 90% share and Masopotunidades.com with only the remaining 10% share. Because Masoportunidades.com is a functional mee too brand, we ran the risk of having all the communication be perceived as in favour of Mercado Libre / eBay.

Strategy
E-commerce, because of its functionality, offers no room for feelings and expression. But there’s always a story behind every article put on sale that explains why the article is no longer needed. Boyfriends abandoned by their girlfriends who no longer wish to keep the stuff that makes them remember them. People whose bodies have changed and have things they can no longer wear. People who’ve inherited things they didn’t want to inherit. And articles with similar stories that we decided to group into different categories at the site masoportunidades.com, e-motional categories.  

Results
- We changed the e-commerce paradigm: we transformed masoportunidades.com in a place people visit to have fun. And later buy or sell.
- In three months 1,200 stories were registered.
- Masoportunidades.com went from having 500,000 monthly visits to 2,000,000.
- We transformed a mee too brand into a to me one.