Marketing Featured Southeast Asia

Which brands delivered the best mega campaigns on Shopee in 2021?

Singapore – To usher in the brand new year, Shopee, the leading e-commerce giant in Southeast Asia, has once again held its Shopee Brands Summit for 2022 to look back at the past year’s performance and most importantly unveil its line-up of new initiatives and plans to deliver better business to brands and also greater experience for customers for the new year.

A trademark program in the summit is its yearly Shopee Brands Awards to celebrate brands’ milestones and achievements on the platform and recognize those that have exemplified outstanding marketing and commercial performance for the full previous year. 

Just like in last year, recognitions were categorized according to each specific product area such as FMCG, beauty, electronics, and fashion & lifestyle. However, the difference is, last year’s awards were focused on who’s delivering the fastest growth, whereas 2022’s recognitions were made to identify brands that have had the best mega campaigns in 2021.

Amorepacific, which inked a partnership with Shopee in early 2021 to boost its regional reach, makes a comeback to be named with the Best Consumer Engagement. In 2021, it was named as the Fastest Growing Beauty Brand. 

Other brands that returned to Shopee’s Brands Awards were L’Oréal, Samsung, Adidas, Xiaomi, and Procter & Gamble, and Reckitt. This year, Shopee also introduced new awards, moving beyond just recognizing the merchants but also awarding the top third-party e-commerce enablers in the platform. 

Here is the full list for 2022: 

Award TitleWinner
Best Customer EngagementAmorepacific
Best Product LaunchSamsung
Best Brand Launch: PremiumShiseido Prestige
Best Performing Mega Campaign: FMCGAbbott
Best Performing Mega Campaign: BeautyL’Oréal CPD
Best Performing Mega Campaign: ElectronicsXiaomi
Best Performing Mega Campaign: Fashion & LifestyleAdidas
Best in Integrated MarketingProcter & Gamble
Best in Always-on MarketingReckitt
Best Performing Enabler – Most Premium CertificationsJet Commerce
Best Performing Enabler – Most CertificationsIntrepid

During the Brands Summit, Shopee revealed some of the new initiatives it has for brands this 2022 which include strengthening its premium platform, Shopee Premium, for luxury brands via launching four new Shopee Premium regional campaigns this year. Shopee also shared, among others, that it will be launching a new sampling channel to help brands in the FMCG, Beauty and Toys, Kids, and Babies categories attract new shoppers.