Magalu turns Brazil’s biggest cultural moments into real-time marketing decisions

The Challenge 

Magazine Luiza (Magalu) is one of Brazil's largest retailers and a recognized leader in digital transformation within the retail industry. With nationwide operations, Magalu follows an omnichannel strategy that seamlessly integrates physical stores, digital channels, mobile applications and fulfillment centers, providing customers with a unified shopping experience across all touchpoints. Magalu is also widely recognized for its strong digital presence and cultural relevance in Brazil. Its virtual influencer, Lu do Magalu, has become one of the country's most recognizable digital personalities, strengthening customer engagement and reinforcing the brand's innovative positioning. 

Our partnership with Sprinklr transformed social listening into a strategic business intelligence engine, enabling us to make fast, real-time decisions during the most important moments of Brazilian retail.

Kaique Landim

Social Media & Influencer Coordinator

Magalu

In a landscape where major cultural and commercial events unfold at a rapid pace, including Black Friday, Big Brother Brasil (BBB), Carnival, football championships and the FIFA World Cup, Magalu's Marketing team needed to go beyond traditional social media monitoring. The challenge was not simply tracking what consumers were saying, but transforming millions of conversations into fast, actionable decisions that could influence content, sponsorships, media investments and brand positioning. 

At the same time, the operation faced internal efficiency challenges. Reporting required consolidating data from multiple dashboards, fragmented metrics and manual processes that consumed up to 1.5 hours per day just to generate executive reports. This limited how quickly insights could reach the teams responsible for campaign execution. 

Magalu needed a way to understand purchase intent, identify emerging trends, measure sponsorship impact and rapidly adapt strategies based on real consumer behavior. 

The Solution 

Magalu adopted Sprinklr's Social Listening, Benchmarking and Managed Services capabilities as an integral part of its marketing decision-making process. A robust monitoring framework enabled the company to track consumer behavior, purchase intent, sentiment, share of voice, emerging topics and brand perception throughout key moments of its marketing calendar. 

Reporting was revamped to display standardized metrics across all brands, and converted to Sprinklr Presentations. The marketing team now shares data with stakeholders up to twice a day, depending on the campaign, and displays it on TVs in the war room. What used to take approximately 1.5 hours now takes about 20 minutes. 

Carnival: Real-time strategy adaptation 

During Carnival 2026, dashboards revealed that conversations centered more on Rio de Janeiro's samba parades than street parties, influencing planned campaign activations. Listening also identified the most discussed products for street party attendees, including water bottles and umbrellas, inspiring highly relevant content. Early identification of fan community movements around a music partnership enabled the team to adjust communications before launch. 

When insights revealed growing conversations among consumers who preferred to avoid Carnival, Magalu quickly pivoted part of its Home & Appliances promotions toward that audience. This generated incremental sales outside the event's traditional appeal and improved budget efficiency, while increasing Share of Voice by 62% compared to industry competitors. 

FIFA World Cup 2026: Amplifying relevance during the world's biggest sporting event 

Continuous monitoring enabled Magalu to identify emerging topics, emotions associated with matches and real-time content opportunities. Insights informed coupon budget optimization during conversation spikes, reducing costs of opportunity-based campaigns, and enabled creative and messaging adjustments within two hours after key matches. They also supported measurement of marketing and PR effectiveness. 

• +128% growth in Lu do Magalu mentions from the first to the second week of the tournament 
• +70% sustained growth, with Lu's conversation volume staying more than 70% above week one even after the peak 
• +32% average increase in Share of Voice, driven by campaigns around #TemNoMagalu 
• Top 6 most-mentioned retailers in football and World Cup conversations, reinforcing cultural relevance beyond purely transactional interactions 

The growth in Lu's mentions is especially meaningful. Using Sprinklr's Listening, inbound engagement and social reporting capabilities, Magalu could better quantify engagement with Lu's content, demonstrating her value beyond traditional brand awareness. This enabled Magazine Luiza to further monetize Lu's influence, positioning her as a digital influencer in her own right. Today, other major Brazilian brands invest in partnerships with Lu, turning the virtual ambassador into an additional source of commercial value. 

Football: Optimizing sponsorship investments 

During the Paulista Championship and Brasileirão, Magalu monitored share of voice, sentiment and audience perception of its sponsored broadcasts. The data revealed low conversation volume around certain media investments, contributing to sponsorship strategy adjustments. On one broadcast, sentiment analysis revealed growing dissatisfaction with the viewing experience despite high engagement, leading Magalu to decrease its investment and improve budget efficiency. 

In another case, a match-day coupon campaign ("Tem Gol, Tem Cupom Magalu") generated predominantly negative sentiment despite strong engagement. Conversation analysis led the team to completely revise campaign rules and offers while the initiative was still active, reducing friction and improving campaign and brand perception. By the end of the campaign, positive sentiment was 200% higher than during the first two weeks. 

Black Friday and BBB: Content driven by consumer signals 

During Black Friday 2025, monitoring was structured around product categories, brands and specific products to identify purchase intent in real time. Executive reports delivered every six hours on the most critical days gave multiple teams visibility into which products generated the highest interest, directly influencing content and campaign execution. 

During Big Brother Brasil 2026, a reality show turned massive pop-culture phenomenon, Magalu monitored participants, sponsors, sentiment, show dynamics, and sensitive topics such as racism, harassment, and potential reputational risks. Emotion analysis guided content strategy, showing which moments created the strongest positive audience connection and which topics to avoid.

The Outcome 

By transforming Social Listening into a strategic source of business intelligence, Magalu evolved from a monitoring-focused approach to a data-driven, real-time decision-making model. With Sprinklr's support, Marketing, Communications, Sponsorship and Customer Care teams began acting on concrete consumer signals, enabling more relevant campaigns, more efficient operations and more effective investment decisions. 

Key results 

• +128% growth in Lu do Magalu mentions during the FIFA World Cup 
• +62% Share of Voice compared to industry competitors during Carnival 
• +32% average increase in Share of Voice throughout the World Cup 
• +200% positive sentiment by the end of the "Tem Gol, Tem Cupom Magalu" campaign 
• ~20 minutes to produce reports, down from up to 1.5 hours per day 
• Top 6 most-mentioned retailers in football and World Cup conversations 

"We used to spend up to one-and-a-half hours every day producing reports,” says Kaique Landim, Social Media & Influencer Coordinator at Magalu. “Our partnership with Sprinklr transformed social listening into a strategic business intelligence engine, enabling us to make fast, real-time decisions during the most important moments of Brazilian retail.”