In a context where financial inclusion is becoming increasingly important, Mercado Pago set out to engage with teens aged 13 to 17 through a simple, innovative solution tailored to their real needs. Aiming to build a strong relationship with this new generation of users, the leading digital payments platform partnered with Kidscorp, alongside media agency IPG, leveraging their expertise, technology, and deep understanding of the U18 segment to design a campaign that would drive impact, connection, and trust.
The challenge: drive top-of-mind awareness and acquire new users
Mercado Pago’s objective was to position itself as the top choice for teens opening their first digital account. The goal wasn’t just brand recall — it was user acquisition, led by a clear and powerful message: “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. We wanted to speak their language, show up in their spaces, and deliver a message that felt real. Kidscorp’s experience and technology enabled us to build a campaign that was meaningful, relevant, and focused on what matters most: earning their trust from the very first touchpoint,” said Amorina Zaidan, Digital Media, Mercado Pago Argentina.
The campaign also needed to reflect the brand’s core values — transformation, modernity, inclusion, convenience, and empowerment — and position Mercado Pago as the most accessible and relatable option for teens to manage their money independently.
The strategy: reaching teens where they are
To effectively connect with this audience, Kidscorp designed a data-driven omnichannel strategy, prioritizing the digital environments where teens consume content daily. The “EMEPÉ” campaign was activated through:
Teen-favorite YouTube channels, selected using usage and engagement data. Skippable In-Stream formats were used to ensure wide reach and high-impact messaging.
Top mobile apps among teens, where they play, learn, and entertain themselves. Branded Videos were seamlessly integrated into their daily app experiences.
YouTube Shorts, a fast-consumption vertical video format, ideal for grabbing attention in scroll-heavy environments.
“We’re proud that Mercado Pago chose Kidscorp to help connect with the teen audience. This campaign shows how technology, data, and creativity can work together to link brands with new generations, effectively and compliantly. The real challenge isn’t just to reach them, but to connect with relevance. That’s only possible with strategic focus from the outset,” said Pablo Molina, Head of Sales, ROLA at Kidscorp.
This platform selection was driven by one key insight: over 80% of teens in Argentina watch YouTube daily, and more than 75% use mobile apps as their primary source of entertainment, communication, and shopping.
Mercado Pago relied on Kidscorp’s DSP, the only programmatic platform in the market built specifically for U18 audiences. Its technology enabled segmentation by age, gender, and interests, delivering ads with maximum impact and relevance.
Results: Massive Reach, Sustained Engagement, and Standout Metrics
The campaign achieved strong visibility across teens’ favorite digital platforms, delivering notable performance:
- Average CTR of 4.4% on apps, exceeding industry benchmarks.
- Average VCR of 70.5%, demonstrating high message retention.
Beyond Performance: Measuring for Insight, Improvement, and Growth
As part of a comprehensive strategy, Mercado Pago and Kidscorp implemented a research phase to assess the real impact of the EMEPÉ campaign on teen audiences. A quantitative online study measured campaign recall, message comprehension, brand identification, perceived attributes, and intent to use.
This post-campaign measurement approach reinforces Kidscorp’s role as a specialized partner for U18 audiences — one that supports brands across the entire journey: from planning and execution to data-driven optimization. With deep segment knowledge and robust technology, Kidscorp enables brands to achieve measurable results and long-term brand value.
The success of EMEPÉ proves that a well-executed, data-focused strategy using relevant formats not only reaches teens — it builds lasting brand equity. In today’s market, knowing the teen audience is more than a differentiator — it’s the key to success.
For more information: kidscorp.digital
