HOW LAZADA TURNED PASSIVE TV VIEWERS INTO ENGAGED VIEWERS DURING 11.11

TitleHOW LAZADA TURNED PASSIVE TV VIEWERS INTO ENGAGED VIEWERS DURING 11.11
BrandLAZADA
Product / ServiceLAZADA
CategoryB01. Use of TV & Other Screens
EntrantUM SINGAPORE, SINGAPORE
Idea Creation LAZADA SOUTH EAST ASIA PTE. LTD, SINGAPORE
Media Placement UM SINGAPORE, SINGAPORE

Credits

Name Company Position
Su Woon Ng Lazada South East Asia Pte. Ltd Content production for Super Show

Why is this work relevant for Media?

As an eCommerce brand, it may seem that traditional offline media such as TV may not have a huge role to play in our media mix. However, TV was a key pillar in not only driving its traditional role of awareness, but also in driving actual engagement and usage of the Lazada app. We flipped this typically seen as “passive” medium on its head, introducing various Offline-to-Online engagement mechanics in branded TV content and creative TV buys. What was a “passive” medium was now a highly engaging and interactive branded experience.

Background

11.11 is one of eCommerce’s biggest revenue-driving shopping days. Lazada needed to ensure that on this one very special day, shoppers would visit our app in droves and check-out their shopping carts. We had to jostle in this noisy and saturated space, ensuring we remain top-of-mind especially in the face of all the competition in the eCommerce space. Our key objectives were to: 1. Drive top-of-mind awareness (TOMA) of Lazada. 2. Drive daily active usage (DAU) of the Lazada app.

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

We conducted a High-Value Audience analysis across the region and 6 shopper profiles emerged. We identified the Experience-Based Shoppers as one of the key high-value audiences to engage with, making up 22% of our total target audience. They had some of the highest propensity towards online shopping, were more likely to buy premium versions of products and were strong advocates to friends and family about their online shopping experience. As for their media and content consumption, we knew that they had a voracious appetite for fresh experiences, local celebrity-led entertainment and Korean entertainment that has been sweeping the region. With music variety programs always among the top 10 rated programs in the region, we saw opportunity to draw them in with our own take of such a programs, but with an innovative and interactive twist. And thus, our “Shoppertainment” media strategy was born to engage this High-Value audience segment.

Describe the strategy (20% of vote)

Our “Shoppertainment” (“Shopping + Entertainment”) media strategy was about delivering an entertaining, interactive and innovative shopping experience across multiple screens our audience were consuming – the Lazada app, Digital and even TV. The “entertainment” aspect came through by leveraging Korean and local celebrities for an extravaganza that would draw in our Experienced-Based Shoppers audience segment. TV was a key pillar in not only broadcasting “entertainment”, but also in activating the “shopping” aspect of our strategy. Instead of limiting TV to purely an awareness-driving medium, we drove actual engagement and usage of the Lazada app via special segments in our branded TV content and creative TV buys. These engagement mechanics activated audience participation while they viewed our TV content, incentivizing anyone to visit the Lazada app through via game segments with prizes to be won. With that, we turned a “passive” medium into a highly engaging and interactive branded content experience.

Describe the execution (20% of vote)

We worked with top TV channels to produce Super Show programs in Prime-Time on 10 & 11 November, featuring live performances by K-pop group SEVENTEEN and local celebrities. Interactive Offline-to-Online game segments were implemented throughout the show. Hosts activated viewers to open their Lazada app at specific time-blocks and demonstrated how to play the games to win vouchers. A “Lazzie Hunt” segment encouraged viewers to hunt for our mascot Lazzie in-app by scanning the QR code that flashed on TV, to win vouchers and culminating in Lazzie appear in the show! In the days leading up to 11.11, we ran Lazada Flash Updates on TV, mirroring actual news segments, where a local host delivered news of the amazing deals and hyped viewers to play games within our app for prizes. Creative sliders featuring QR codes encouraged viewers to scan them and visit our app for more 11.11 deals and vouchers.

List the results (30% of vote)

Our results proved that our “Shoppertainment” strategy was a resounding success, where we smashed all our key business objectives: 1. Regionally, week-on-week TOMA increased by +6% during the week cumulating to the Super Show. In Malaysia alone, the TOMA increase was a whopping +13%! 2. Regional DAU increased by 120% from previous week. 3. We also saw immediate impact on the number of users visiting our app with more than 50% increase in unique visitors to the Lazada app during the “Voucher Rain” game segments during the Super Show. In Philippines alone, the Super Show raked in a total of 5.3 million views across all channels – that’s like twice the entire population of Quezon City tuning in during the show!