Why is this work relevant for Creative Data?

Lazada, SEA’s leading e-commerce platform, wanted to be the top-of-mind brand in the Philippines by making sure shoppers knew and never forgot that Lazada has everything they need and look for. So the brand created the first e-commerce jingle where data determined everything – the lyrics, the melody, and the singers. The brand mined through its consumer data to discover the most searched and bought items. These were listed down as lyrics. The genre and instrumentation were based on the trending songs in the Philippines. Data pointed to YouTube sensation Mimiyuuuh and pop band SB19 to perform the data-written tune.

Background

Online shopping is thriving in the Philippines. As Southeast Asia’s leading e-commerce platform with the largest assortment of products and services, Lazada wanted to be the top-of-mind e-commerce brand in the country by making sure Filipino shoppers knew and never forgot that Lazada has everything they need and look for.

Describe the Creative idea / data solution (20% of vote)

This is the first e-commerce jingle where data determined everything – the lyrics, the melody, and the singers. The brand mined through its daily consumer data to discover the most searched and most bought items on its platform. The data was then correlated and compared with the most bought items on other shopping platforms to get an accurate picture of what a Filipino shopper is looking for. The top items from the data gathering were listed down as lyrics. The genre and instrumentation of the melody were based on the trending songs in the Philippines. Data pointed to YouTube sensation Mimiyuuuh and breakout pop band SB19 to perform the data-written tune.

Describe the data driven strategy (30% of vote)

Using daily consumer data, Lazada mined through its items and services to discover the most searched and bought items. The data was correlated and compared with the most bought items on other shopping platforms to get an accurate picture of what Filipino shoppers are looking for. Data showed that the most effective approach to get Filipinos to remember a message is through a song, so the brand created the Lazada Hit Jingle. The top items from the data gathering were listed down as lyrics. The genre and instrumentation of the melody were based on the trending songs in the Philippines. Data pointed to YouTube sensation Mimiyuuuh and breakout pop band SB19 to perform the data-written tune.

Describe the creative use of data, or how the data enhanced the creative output (20% of vote)

This is the first e-commerce jingle where data determined everything – the lyrics, the melody, and the singers. The brand mined through its daily consumer data to discover the most searched and most bought items on its platform. The data was then correlated and compared with the most bought items on other shopping platforms to get an accurate picture of what a Filipino shopper is looking for. The top items from the data gathering were listed down as lyrics. The genre and instrumentation of the melody were based on the trending songs in the Philippines. Data pointed to YouTube sensation Mimiyuuuh and breakout pop band SB19 to perform the data-written tune.

List the data driven results (30% of vote)

All aspects of the work - from the strategy, idea, lyrics, melody, artists, and music video - was certified to be a hit because everything was based on data. · 1 million views in 24 hours · Over 70 million total views across all platforms · +19% increase in app visitors · +26% daily active buyers · +28% sales value The jingle was shared, parodied, and trended on Twitter, YouTube, TikTok, and Facebook. Filipinos found the line “Nasa Lazada ‘Yan” amusing and relevant that it became a local slang and meme staple.