Why is this work relevant for Media?

Utilizing a live (online) event beyond mere logo placement, the campaign successfully drove sales on the Lazada app by creatively weaving relevant emotional stories and causes that truly resonated in the audiences lives. While the show itself becomes the heart of the campaign (Jakarta Fashion Week is in itself a prestigious, elite event), the Lazada brand is integrated very strongly and naturally to the overall story, taking it to a wider audience, bringing an unprecedented number of viewers and in the process, helping fledgling designers to survive the pandemic.

Background

With the clear objective to reinforce its position as the thought leader in the fashion category, Lazada, southeast Asia’s biggest e-commerce platform, collaborated with Jakarta Fashion Week, which would be conducted virtually for the first time ever. However, a virtual fashion show would not be able to solve the bigger challenge this year: with COVID-19 halting other Indonesian fashion week events and forcing designers to shut down their boutiques throughout the country, Indonesian fashion designers were at their breaking point, losing both their hope as well as their sales. How could Lazada cement a unique position as the only marketplace that truly understands the Indonesian fashion industry and supports its designers?

Describe the creative idea / insights (30% of vote)

In a year where fashion is not a top priority amongst fashion enthusiasts as well as the mass audience, and designers are losing their spirit to continue creating, Lazada established itself as the thought leader in the fashion category by flipping a regular fashion show into a whole new platform. On this platform, the audience is able to give their messages of hope and heartfelt support to the designers as well as purchase the fashion items in a single click - earning high engagement rates as well as commercial success for both Lazada and the struggling designers.

Describe the strategy (20% of vote)

The COVID-19 outbreak hit all Indonesians, but amidst the desperation, we realized that one thing that we can offer to each other is a message of hope to go on, especially for the fashion designers who were losing their business. We interviewed 5 designers to gain insights and found out that not only were they in desperate need of support, but also the reassurance to continue their pursuit in fashion after facing continuous hardships during the pandemic. This encouragement could only be provided by the Indonesian fashion enthusiasts who shared similar sentiments as the designers, albeit in their respective walks of life. With its 50 million strong users in Indonesia, Lazada has the opportunity to galvanize the direly needed support for the designers.

Describe the execution (20% of vote)

We turned the regular fashion shows into a platform to exchange encouragement that we called “The Show of Hearts”. For the first time in Jakarta Fashion Week’s history, the audience’s support became the heart of the fashion shows. First, we crafted a series of videos individually tailored for each designer that we supported - placed on our own digital/social media as well as paid, and featured in the other fashion shows during the event. Highlighting their struggle and asking for the audience’s support, the videos successfully rallied Indonesians to watch the designers’ virtual fashion shows, urging them to (literally) show their hearts with a single tap, send encouragement, and purchase the pieces during the shows through Lazada’s unique LazLive feature (See Now, Buy Now). This show was held for 3 days on the Lazada App, showcasing the different designers and their latest collection created during the pandemic.

List the results (30% of vote)

In just three days, The Show of Hearts amassed more than 460.000 viewers, 25 times higher than last year’s Jakarta Fashion Week audience. More than 200.000 heartfelt comments were shared to the designers from all the fashion enthusiasts watching the show, 33.300 times higher than other Lazada in-app events - all while achieving 100% increase in sales (online only via the Lazada app) compared to last year’s Jakarta Fashion Week (online and offline sales combined).