Magalu
Celebrating Lu’s 8M Followers
We produced an AI-generated social video that consolidated the always-on content phase of the character and brought the brand’s community even closer.
Lu do Magalu 8M: AI-generated video that accelerates content and brings the community closer
When Lu hit 8 million followers on Instagram in 2025, we kicked off a new phase of AI-powered content: short videos that quickly respond to trends (from “Glitter Cake” to transformations into Cleopatra), while maintaining the character’s identity and increasing posting frequency with lower costs and more personalization. The strategy — developed by 20DASH in partnership with the Magalu team — made it possible to put Lu at the center of trending conversations, interact with other virtual creators, and reinforce her role as the brand’s proprietary voice.
The 8M milestone was part of a larger movement: AI experiences that blend emotion and performance. For example, on Mother’s Day 2025, we launched a tool on WhatsApp (20DASH + Ogilvy) that animated photos of mothers and children; and on Valentine’s Day, Lu “took the stage” with Marisa Maiô, achieving over 5 million views and 100% of coupons redeemed — proof that creativity with AI delivers results.