The Campaign

Delivery matters when it comes to online shopping. There is no online shopping with no delivery. Delivery is also one among top three reason why shoppers choose to shop at one online platform and not others. Celebrities speak louder than common people when it comes to advertising. And when used properly, they make a powerful brand communication. So, to make Lazada become the destination for everyone during online festival, we presented Lazada’s Ultimate Dream Delivery where Lazada had consumers shop their desire at an unbelievably special price and had their purchase delivered by their dream idol.

The Brief

Overall budget for Lazada's Online Festival was up to 50 million baht.

Creative Execution

First we listed out 8 top selling categories in Lazada and then studied who are core shoppers of each category. We did consumer research to get into their world, understand their behavior, and see who influence them. We selected social-savvy celebrities with more than 100k followers whose names are most occurring during our research. We mapped 2-3 celebrities for each top-selling product category to let the right celebrities promote promotions from top-selling categories. Having the right celebrities deliver the purchase to the right audience also generated bigger buzz and impactful impression in the mind of consumers. We made campaign participation very easy. Shoppers simply buy product at Lazada during the sale period and they will automatically have a chance to have their favorite stars deliver the purchase without advanced notice. The whole delivery process was also filmed and published elsewhere on social media to create hype.

Describe the success of the promotion with both client and consumer including some quantifiable results

Last year’s record has already been smashed. Up to 7 million visits in the first 12 hours of the campaign. There were 167 million visitors on the platform during the campaign period. A significant growth in sale volume up to 250 million USD across Southeast Asia which was more 2 times than last year. Flights have also chartered to handle the spikes in volume. Ultimately, no one can deny that this was the biggest online shopping sale of the region in 2017.

Explain why the method of promotion was most relevant to the product or service

Delivery matters when it comes to online shopping and celebrities speak louder and highly powerful when used properly in brand communication. So, to make Lazada become the destination for everyone during online Festival, we presented Lazada's Ultimate Dream Delivery where Lazada had consumers shop their desire at an unbelievably special price and had their purchase delivered by their dream idol.

To deliver the successful year of Lazada’s online festival, we started to develop the strategy from consumer insight. Delivery Matter – The research have indicated that shoppers tend to check the order’s status more than three times before delivery and look forward to getting the item. This emotion, excitement, or anticipation about product could be positive or negative. Negative buzz will easily spread out rather than positive one. We made Delivery Matter to be special moment for shopper. We selected celebrities who influence in each category to promote the campaign and deliver the purchased item to lucky shopper. They would not only wait for the order to arrive on time anymore, but also look for their dream idol to deliver product that they have purchased. The goal was to provide each customer with a unique experience that motivates them to purchase product and finally generates a positive buzz for Lazada.