Singapore – E-commerce platform Lazada has announced its first-ever local ambassador in Singapore, choosing celebrity Michelle Chong to represent the brand in the country. The company said this is part of the platform’s continued strategy to engage more with younger shoppers and promote Lazada’s key campaigns.
The ambassadorship will see Chong connect with various audience demographics, and hype brand campaigns in Singapore, starting with Lazada’s ninth birthday celebration on 27 March until the ‘9.9 Big Sale’ in September.
Michelle Chong is a multi-hyphenate and a ‘familiar face’ in Singapore’s entertainment industry, serving as a producer, writer, director, actress as well as a local entrepreneur who is known for her ability to create memorable TV characters, such as Barbarella, The Noose, and popular online personalities such as Ah Lian, as well as school girl Chiang Ying Wen, among others.
During Chong’s key campaign promotions, she will introduce her three popular characters, namely Ah Lian, Chiang Ying Wen, and Sonia, whom local audiences are familiar with. Lazada believes that this strategy will help them better connect with all consumers on the platform, from households to young millennials and Gen Z shoppers, who shop for daily essentials and quality goods from LazMall and RedMart.
The engagement activities will cover various touchpoints, including radio and television broadcast, outdoor media, and social media platforms on Lazada Singapore, as well as Chong’s own platforms, and Lazada’s live streaming channel LazLive.
Commenting on her ambassadorship, Chong said that being Lazada’s first local ambassador is a dream come true for her and expressed that she is honored to be associated with such a forward-thinking brand that has great taste and foresight.
Meanwhile, the Chief Marketing Officer of Lazada Singapore, Wook Kwon, said that the company is thrilled to have Chong as Lazada’s first ambassador in Singapore, saying that Michelle is one of the nation’s top comedic talents, and easily the most recognizable female comedic actress in the country, having created memorable characters that have resonated with a diverse audience.
“She will be able to effectively reach the younger generation with a relatable sense of humor, which ties in well with our strategy to connect more with shoppers on LazMall and RedMart as well. Beyond that, she has built a successful career and business for herself, and shares the same entrepreneurial spirit that Lazada supports,” said Kwon.
Furthermore, Kim Hoon, business development director of entertainment agency Left Profile, said, “We are excited about this collaboration and are humbled by Lazada’s recognition of Michelle’s talent and versatility in creating and personifying characters that entertain and touch different strata of audiences.”