Super Bowl LV is just around the corner, which means we get a new round of commercials from some of our favorite brands. But this year there will be an ad for the online marketplace Mercari. This will be Mercari’s first ever Super Bowl ad. This comes to no surprise, as the platform has seen tremendous growth in the last year.
For those that may not have heard of Mercari until now, let me explain. It is an online retail platform, that allows people from across the United States to shop and sell items. It can be anything, from home decor, to workout gear, to collectables, etc. People can list just about anything on the platform and they make it simple for both the sellers and the buyers. In other words, it’s similar to that of market giants, eBay and Amazon.
Mercari’s Super Bowl ad will be part of their new ad campaign, “Goodbye, Hello.” The goal is to showcase that while someone may be parting ways with an item, someone else will be happy to receive it. Mercari may have the pandemic to thank for its massive success. Not only were people shopping online during quarantine, but many started listing items for sale as well.
I have been using Mercari for a while now, and even though I have only been on the buyer side, I have been loving my experience ever since. Now, when I am looking for an item, not only do I check Amazon and eBay, but also Mercari. And as much as I love shopping, Mercari has encouraged me to start listing some of my items I’m ready to part ways with.
This could be a major asset in getting the loyalty of an increasingly eco-conscious generation. This platform helps people stay trendy while combatting climate change by not contributing to the consumer waste problem. Even if they may have a more limited inventory that’s dependent on the user’s constantly posting, the eco-friendly aspect may be enough to generate some positive brand identification. There’s also an element of social proof; millennials and Gen Z – the primary target audience for a digital platform – love to signal to others that they, too, are practicing sustainability in their lifestyle.
Mercari is starting to make a name for itself, and the Super Bowl ad is a major step going forward. While more people might be aware what Mercari is after February 7th, the question still stands; will the ad actually bring in new consumers and sellers? And will Mercari soon become a major competitor for companies such as eBay and Amazon? Time will only tell.
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Itzell Ramirez-Lopez is a marketing intern for Worthix. She is currently a fourth-year at the University of Georgia pursuing a bachelor’s degree in Marketing, with an emphasis in Digital Marketing. She is also pursuing a certification in Legal Studies. She will be graduating in May 2021.