Manila, Philippines – Lazada has officially announced the dates of its 12.12 Grand Christmas Sale which will run from 12 to 14 December 2021.
This year’s holiday shopping festival showcases various deals with Lazada Bonus vouchers offering ₱60 off for every ₱600 spend. Brands will also be offering cashback to get a 10% purchase amount added automatically to a consumer’s Lazada Wallet upon item delivery.
In addition, Lazada is also offering installments on users’ purchases through Lazada Loans. Lazada’s trusted loan providers such as TendoPay will be offering 0% interest on purchases from 5 to 15 December 2021, while Plentina will be offering the same from 10 to 14 December 2021, and Billease and Cashalo offering 0% interest on purchases until the end of the year.
Ahead of 12.12, customers can also apply for monthly installment plans from these financing partners, allowing holiday shoppers to bag the shopping deals and pay later, with no interest.
Neil Trinidad, Lazada’s chief marketing officer for the Philippines, said, “As the go-to platform of Filipinos, Lazada upholds the heart of gift-giving by empowering our shoppers to interact and connect more with their loved ones, helping bring everyone together and spreading love in the most generous way.”
Lazada Gift Cards will also be available again starting 3 December 2021, giving recipients the liberty to choose an item they want. To avail, users will have to tap on the ‘Lazada Gift Card’ icon on the app or search for ‘Lazada Gift Card’ on the search bar of the Lazada app and choose an amount ranging from ₱100 up to ₱5000.
Users will only need to enter the mobile number, email address, and the name of the recipient, as well as customize and input the message, and click on the ‘Buy Now’ button to proceed to checkout. The recipients will then be notified of the gift card sent via SMS or email. Upon activation of Lazada Wallet, gift card recipients can redeem the amount with the voucher codes they have received.
Moreover, Lazada is also encouraging its users to donate to Lazada donors and its partner organizations, such as UNICEF, Save the Children Foundation, and World Vision, as well as ABS-CBN Foundation, and GMA Foundation.
To access direct donations to ‘LazadaForGood’, users will have to head on the official ‘LazadaForGood’ site. Users can also access the page via desktop by simply opening the Lazada website, clicking ‘Load & eStore’, followed by clicking the ‘LazadaForGood’ icon, and then selecting an advocacy partner of choice and ‘Add to cart’ to donate. While on mobile, users will have to click on ‘Load, Bills, and Coupon’, tap on the ‘LazadaForGood’ icon, and select an advocacy partner of choice, then ‘Add to cart’ to donate.
At the core of the e-commerce’s holiday campaign, popular celebrities in the Philippines and local brand ambassadors Bea Alonzo, Alden Richards, Mimiyuuuh, and Maine Mendoza will be gracing the newest Lazada TV commercial, highlighting “the reasons for the season.”
The penultimate year-end is not backing off on a lighter note. In its own right, the month of November ends with a bang with new marketing leaders inducted in the digital space, a launch of an industry-first partnership, and a massive contest marketing from an e-commerce brand.
In Singapore, a top e-commerce has unveiled its biggest giveaway yet for its campaign on 11.11. Meanwhile, in APAC, a communications firm has revealed in one fell swoop its new digital leaders for its different markets in the region. This month, a media giant’s creative agency has also announced its new MD for APAC.
Still region-wide, a creative and communications network has specially partnered with TikTok to specifically build capabilities for brands to conquer audiences on the platform.
Most interestingly, we have seen, this month, a veteran from the world’s favorite content creator joining a fast-growing live streaming platform in the Philippines.
Regional e-commerce platform Lazada in Singapore, in a bid to further encourage 11.11 sales, has launched one of its biggest giveaways yet: a S$1m-worth condominium unit at the Normanton Park. The initiative, co-sponsored by real estate company PropNex, has concluded with a 70-year-old retiree as the winner, who interestingly just entered the contest with S$3.41 for Aloe Vera Gel and a digital voucher for a Nasi Lemak as investments.
Speaking to MARKETECH APAC, Wook Kwon, chief marketing officer at Lazada Singapore, said that through these giveaways, they aim to reel in more customers to go back to their platform.
“The world of e-commerce can bring on an array of possibilities. So in this way, the latest giveaway, we strive to keep our customers going back to our platform, keep them engaged to go back to our sellers on the platform,” Kwon stated.
A major part of the campaign is gamification, where eligibility to enter and win is through collecting ‘golden keys’ on various missions in the Lazada app, and that more keys collected grant a higher chance of winning.
Kwon added, “Gamification is important in customer experience. It’s the best experience that keeps our customers going back to our platform. Gamification is part of our ‘shoppertainment’ strategy to enhance the shopping experience.”
Virtue, the creative agency under media company VICE, has appointed former head of client services at MediaMonks Singapore Lesley John, to be its managing director for the Asia-Pacific region.
Through her new role, John will be overseeing Virtue’s business and teams across the region including offices in India, Indonesia, Korea, and Japan from its Singapore hub.
Regarding her view on the state of content creation within APAC, John told MARKETECH APAC that there is diversity shown across the region, amplified by global cultural phenomena such as K-pop and J-pop.
“If you were to look at streaming platforms like Netflix, they’re starting to surface more cross-cultural content pollination,” she stated.
John also noted various cultural tropes that make the region’s content consumption unique, such as the rise of anime and idol content in homegrown platforms like Bilibili, or how a universal theme such as humor can vary from region to region, just like how Thailand’s approach to humor is ‘deadpan’.
When asked what advice can be given to brands when creating content for APAC audiences, she shared that the first thing is always finding an ‘interesting story’, and then finding the most compelling way to deliver it.
“Don’t be afraid to tap into emerging themes or subcultures if they’re relevant to the theme [or] story you want to deliver. Be authentic, reward your audience intellectually. I guess there’s always a temptation about going to the lowest common denominator, [and] that results to very bland, inauthentic, doesn’t feel like it’s coming from a real point of view,” John concluded.
Global communications firm has unveiled the new executives that will be at the wheel of its digital business in APAC, namely the heads of digital for its India, Hong Kong, Taiwan, Korea, Malaysia, and Australia teams.
Speaking with MARKETECH APAC, Matt Collette, Edelman’s APAC vice-chair for digital, shared that the new hires are the firm’s response to brands’ stronger commitment to deliver greater digital experiences over the pandemic.
On the top challenge digital marketers are facing today, Collette specifically cited reduced ad targeting opportunities brought about by stricter privacy features from tech giants such as Apple.
“The implications for that…had been on the quality of data that companies are receiving with respect to how people are engaging with ads specifically; [that] has deteriorated significantly. What we’ve seen [is an] increase in costs for performance campaigns,” said Collette.
Collette said that, hence, this is a major area the communications firm is helping out clients on today – figuring out what other strategies and tactics they can deploy to effectively build first-party data.
“We want to make sure that we have digital teams across all of our markets in Asia-Pacific that are able to engage with the clients in a way that demonstrates deep expertise and knowledge of the digital space,” said Collette.
Creative and communications network dentsu in APAC has unveiled in October a partnership that will see the network building commerce and media capabilities to effectively elevate brands’ presence in TikTok.
Interestingly, within the tie-up is a program called ‘Test with TikTok’ which brings together the performance team from dentsu and product team from TikTok to test several performance and commerce hypotheses on the platform.
In an interview with Sunil Naryani, dentsu APAC’s president for product, commercials & partnerships, he shared that oftentimes, testings within the market ecosystem do not yield in valuable results and insights for reasons such as failure to establish a clear hypothesis on what must be tested and at times, tests’ misalignment to a brand or media’s objective.
“This is what we’re trying to solve with ‘Test with TikTok’. It is essentially a structured way in which we are testing various TikTok products and solutions so we could unlock the full potential of the platform for our clients,” Naryani said.
Naryani further shared that most of all, the whole objective of the partnership is to deliver differentiated value to brands.
“The key discussion that takes place is what is important for our [clients] and we’re looking at the full funnel. At this stage, there is a lot of focus on the mid and the bottom funnel,” added Naryani.
And our top story for the month of November is none other than live streaming platform kumu in the Philippines, with its recent appointment of Anand Roy, former regional director of music and live entertainment for SEA at Disney, to be its new senior vice president for strategy and international.
According to Roy, he first heard about the kumu platform from Open Space Ventures, one of the company’s investors, and at that time, was feeling quite unhappy with the state of social media generally.
In a MARKETECH APAC interview, Roy shared what themes of online content will be the next big thing among audiences.
“One big seismic change which has happened in consumers’ lives for the past two years has been the realization that both work and study can happen online. This is a fact which has been brought to the surface because of the realities around the pandemic, and it promises to be an absolutely monumental change in the way people work,” he said.
Roy believes that over the next period, people will try to find balance between online image and research projection and offline detox and offline unwind.
Regarding his new role, Roy also shared the international plans of the proudly Philippine-made live streaming platform.
“The international strategy will be built on the authenticity of the platform. kumu stands for optimism, hope, positivity, and community; these are values which translate across the planet,” said Roy.
He added, “My endeavor would be to ensure that these fundamental principles get translated in every market we go to, and these guiding principles become the bedrock on which the platform is built.”
Watch our exclusive interviews with the brands themselves on the latest episode of MARKETECH APAC Reports, now live on our YouTube channel.
This is in collaboration with Malaysia-based media company The Full Frontal.
Kuala Lumpur, Malaysia – It should be noted by now that Southeast Asia’s e-commerce landscape has been on a steady growth, indicating how the pandemic has vastly contributed to the accelerated digital adoption and the expansion of the industry in the region.
The latest data from e-commerce aggregator iprice analyzed the performance of the top e-commerce companies in Malaysia, Thailand and Vietnam to determine which e-commerce sites are holding the most of the market share in the said markets, and which of them have been successful in drawing social engagement.
According to their data for Q3, Singapore-based e-commerce platform Shopee takes the lead across these three markets. In Malaysia, the site gets around 57.5 million monthly visits, while 61.2 million monthly visits for Thailand, with 77.8 million monthly visits in Vietnam.
Meanwhile, Lazada takes second in the Malaysia and Thailand market, each having 14.2 million and 37.9 million monthly visits respectively. Vietnam, on the other hand, has its own e-commerce platform Thegioididong.com taking second, with 50.9 million monthly visits.
“These top sites have been [leveraging people] who are actively purchasing items online during the pandemic. They have significantly focused on diversifying their features and marketing campaigns to engage tech-savvy consumers, which consequently increased both their sales and traffic,” noted iPrice.
Meanwhile, the data also noted that local sites rank in the top three. PGMall (Malaysia), Central Online (Thailand), and Tiki (Vietnam) have done quite well in establishing themselves in their respective markets.
According to the report, the cross-country collaboration between PGMall and JD Worldwide, for instance, has encouraged local sellers to offer unique local brands to the Chinese market. With access to China’s extensive market, PGMall’s platform has become one of the most prominent domestic online businesses in Malaysia.
Meanwhile, Tiki, which holds 13% of Vietnam’s e-commerce market share. They signed an exclusive partnership with insurance company AIA Vietnam for 10 years. Due to this, policyholders may manage their insurance accounts and seek health insurance solutions and claims through the Tiki website.
In terms of engagement with e-commerce brands on social media, Malaysians engage the most with e-commerce-related posts accounting for 44% of the total social engagements, followed byVietnamese users with 36% of the engagements while Thai users accounted for 20%.
“As these e-commerce platforms continue to pursue strategic partnerships, promotions, and social engagements, the future of Southeast Asia’s e-commerce industry is looking bright,” the company concluded.
Singapore – As part of the platform’s new campaign to boost reach of the upcoming 11.11 sale, e-commerce platform Lazada in Singapore has launched its newest giveaway which is none other than a new condominium unit at Normanton Park, valued at S$1m.
Said giveaway has been co-sponsored by PropNex, a Singapore-based real estate agency. To boost the campaign, Lazada will be rolling out the marketing campaign across various platforms to publicise the giveaway, including TV, radio, digital ads, Out Of Home (OOH), social media platforms and more.
To enter the giveaway, shoppers must collect ‘golden keys’ through various missions on the Lazada app. Up to 34 golden keys can be collected in total through the app from 1 November onwards, by completing missions, playing games and more. The more keys collected, the higher the chances of winning.
James Chang, CEO at Lazada Singapore, said that they wanted to inject something new and more exciting for their shoppers to look forward to, adding that with PropNex as a co-sponsor, they are thrilled to be able to up the ante for this year’s million-dollar giveaway.
“Our key focus to support our sellers to thrive in the online space has never wavered, and to thank our shoppers for supporting us, we went and looked for the biggest reward we could find in the market, to show that e-commerce opens up all kinds of possibilities,” Chang stated.
Meanwhile, Ismail Gafoor, CEO at PropNex, said that a way to increase chances in winning the million-dollar prize is to fulfil the task of purchasing their PropNex edition of the popular board game Monopoly at the Lazada store. Said limited edition of the board game is specially curated with Singapore real estate rules and the winner is declared in an hour, with in-depth knowledge of real estate investment.
“We are delighted to co-sponsor this prize – Normanton Park in collaboration with Lazada, and bring about a new excitement to the shopping experience on Singapore’s biggest annual sale event, and we could not have asked for a better platform to collaborate with. It is part of our branding campaign in building our brand equity and we are thrilled to be part of this mega event this year,” Gafoor said.
He added, “We hope that shoppers who purchase it will enjoy the game, and we are thankful to have the opportunity to work closely with Lazada in value-adding to customers.”
Manila, Philippines – The popularity of ‘Hallyu’, or the Korean Wave, has deeply taken Filipino fans by storm today, and with this, influencer marketing agency, Gushcloud, has recently partnered with e-commerce platform Lazada in the Philippines, to launch a new LazLive show titled, ‘Reel K-Hauls’.
Jessica Lee, which is a talent of Gushcloud, will be hosting the series. She is a content creator that has over 600,000 subscribers on YouTube and 73,000 followers on Instagram.
Reel K-Hauls aims to ride on the hallyu wave, showcasing popular Korean brand products and the beauty of Seoul, South Korea. With weekly themes highlighting Korean beauty and Korean cuisine, the LazLive series seeks to be the gateway for Filipinos to shop and see the city from the comforts of their homes. The show is set to run for 12 weeks, every Friday from 5:30 pm to 6:30 pm PHT on LazLive.
Shynne Santos, the regional operations head of live commerce at Gushcloud, noted that as people are now embracing the new platform of selling, which promotes live streaming here in the Philippines, the agency is helping to connect with the needs of the people who are working and staying at home and the brands.
“With more than 14,000 views and it being the pilot episode of Gushcloud’s Live commerce Project, it is safe to say that this weekly LazLive, featuring our very own Jessica Lee, will be a hit to the Filipinos,” said Santos.
Meanwhile, Andrew Lim, Gushcloud’s country director for Korea, commented, “We are truly excited to be pushing the cross-border envelope from Korea to the Philippines by partnering with the Lazada Philippines team. We hold strong conviction in live commerce as a cross-border sales and marketing tool, and will continue to invest in this emerging business.”
Jamie Paraso, Gushcloud’s country director for the Philippines, said that over the years, they have seen how Filipinos have ridden the Hallyu wave, making this a very strategic partnership with Lazada.
“Leveraging on our globality as a firm, we are now able to bring viewers from the Philippines to Seoul virtually through Reel K-Hauls with Jessica Lee. Alongside this strategic approach is Gushcloud’s promise to enrich our talents’ versatility in the digital space,” said Paraso.
Manila, Philippines – As the platform continues to grow its presence in Southeast Asia, including the Philippines, the local arm of e-commerce platform Lazada has launched a new process called ‘Start It Up, Laz It Up’ which encourages new sellers to register via a simplified three-step sign-up process. To add up to the encouragement, the platform has also placed a raffle for the new registrants, amounting to US$10k worth of prizes.
Said raffle will be awarded to one lucky recipient and is composed of cash and advertising credits to kickstart the recipient’s online business on the platform. Interested new sellers must sign up and launch their Lazada marketplace stores in active selling mode during the period of 27 September to 30 October.
The ‘Start It Up, Laz It Up’ process is as follows: submit and enter a registered local mobile number, then enter a one-time six-digit code to verify the mobile number, and finally setting a strong and unique password.
Once finished setting up the account, online sellers can start selling on the platform by adding the address of the location where the seller will ship their products from; then adding a valid government-approved identification so that payments can be processed, and adding a valid bank account information for ease of withdrawing earnings from the platform.
For Carlos Barrera, chief operating officer at Lazada Philippines, the first six months of 2021 saw the number of Filipino sellers joining the platform tripled, which is a striking testament to how e-commerce is a must-have for many local businesses in today’s digital era, adding that the company remains committed to empowering Filipino SMEs with the tools and services that are key for their online growth ambitions.
“This journey starts from something as simple as making the first step and registering as an online seller. With the simple and seamless seller registration process, we hope more aspiring entrepreneurs from all walks of life will dream big and explore e-commerce with zero barriers. Lazada is here with you to build resilience and preparedness in order to tap onto the massive online opportunity,” Barrera stated.
The rise of sellers has been noted in their first-ever ‘Digital Commerce Confidence Index’, where 70% of Southeast Asia’s online sellers are optimistic and confident about their future growth and prospects for the third quarter of 2021.
To further help new sellers in setting up a successful online shop in the platform, Lazada University has an introductory step-by-step guide to welcome new users with a manageable Learning Management System (LMS) with a suite of diverse training materials for easy understanding especially by first-time sellers. Topics available range from advertising to budget management, as well as offline and live-streamed training sessions conducted by Lazada staff and peers from the seller community.
Singapore – As more and more e-commerce brands in Southeast Asia ramping up their presence through frequent platform deals such as the recent ‘9.9 Sales’, these brands in the region are highly incentivized with the use of influencers for their sales campaigns, hence pushing the e-commerce industry in the region to a steadfast growth, latest insights from e-commerce aggregator iPrice shows.
Comparing the latest ambassadors of Lazada and Shopee namely K-pop actor Hyun Bin and international kung fu actor Jackie Chan respectively, the report showed that the senior global star received higher engagement for articles published regarding the collaboration. Jackie Chan’s presence in Shopee’s latest campaign garnered 59 articles published, compared to the 53 articles garnered by Hyun Bin’s Lazada campaign.
Despite that, Hyun Bin’s campaign garnered more engagement in social media, receiving 79% of ‘love’ reactions, 19% of ‘haha’ reactions, and 2% of ‘wow’ reactions. Meanwhile, the study found that Jackie Chan’s campaign garnered 62% of ‘love’ reactions, 21% ‘haha’ reactions, and 17% of ‘wow’ reactions on social media.
“It’s clear to see that influencers play an important role in driving excitement for the upcoming sales period. Thus, key e-commerce companies have enough incentive to involve influencers in their campaigns,” said iPrice.
Meanwhile, overall web visits among e-commerce platforms across the region have increased by 31% this year from January to June compared to the same time frame last year. By average, overall web visits from the aforementioned period this year clocked in 4 million web visits.
The Philippines experienced the most surge by 73%, followed by Indonesia (41%), Malaysia (34%), Singapore (10%), Thailand (9%), and Vietnam (7%).
Specifically, the top two Singapore-based companies, Shopee and Lazada, experienced an increase of web visits by 56% and 10% in 1H 2021 compared to the same period last year.
In terms of consumer behavior, given the uncertain COVID infection rates, consumers will continue to stay at home, and consequently forego holiday travels and family get-togethers. With that given, it is expected that there will be more opportunities for online shopping. iPrice foresees that Southeast Asian consumers would probably spend an average of US$40 on e-commerce by the end of the year.
Furthermore, the insights found out that there was an increase of 26% in average consumer spending in 2020, when consumers spent about US$32 per e-commerce transaction.
“Most purchases will be directed towards the categories of sports and outdoor, home improvements, and electronics. Lastly, even if consumer spending won’t increase as predicted, online retailers can still expect far more online web visits to their platforms this year,” the company concluded.
Singapore – Southeast Asia’s e-commerce platform, Lazada, has announced the rebranding of its logistics arm – Lazada eLogistics (LEL), which manages the fulfillment and logistics with third-party logistics providers, and Lazada Express (LEX), which handles the parcel delivery to customers – to now be consolidated as Lazada Logistics.
The new Lazada Logistics aims to reflect ‘efficiency’ and ‘reliability’ as Lazada offers the region’s brands and sellers a trusted, one-stop logistics solution for all their business needs.
Along with the rebranding, Lazada Logistics has also announced the launch of its multi-channel logistics (MCL) services, which provide a single stock fulfillment solution to help e-commerce enablers and brands fulfill across all e-commerce channels seamlessly, whether the consumer orders on Lazada or other e-commerce channels, Lazada Logistics will fulfill and deliver all of the orders.
Under this arrangement, Lazada will be storing merchants’ and partners’ e-commerce products, enabling the efficient handling and dispatch of orders via Lazada’s own fleet, 3PL partners, or channel-nominated fleet.
Through MCL, brands and sellers will also have greater agility and flexibility on inventory control and relieve them of logistics concerns that include high capital and operational expense associated with order fulfillment, which is the need to maintain warehouse infrastructure and delivery fleets. They are also spared the challenges of having to build an extensive network of operations without economies of scale.
Lazada said that the availability of MCL is a showcase of the platform’s advanced supply chain infrastructure and logistics capabilities, which offers smart inventory and routing solutions powered by data and technology. All brands and sellers will be able to leverage Lazada Logistics’ network of over 400 facilities comprising warehouses, sortation centers, and hubs. They can also benefit from access to the region’s largest fleet owned by an e-commerce marketplace, and Lazada’s competitive advantage of having control over its end-to-end logistics operations.
Chun Li, Lazada Group’s chief executive officer, shared that over the past decade, Lazada’s proprietary logistic network has reshaped the e-commerce landscape in one of the world’s most populous and geographically diverse regions.
“The logistics capabilities have enabled us to provide best-in-class delivery service to our consumers across the region, as well as hassle-free and end-to-end services to our sellers and partners. This re-branding reflects the significant progress we have made over the years, powered by our people and technology,” said Li.
Meanwhile, Andy Huang, the chief logistics officer of Lazada Group, said that the consumers have grown accustomed to the convenience of a new shopping norm, and of having their purchases delivered to their doorstep – intact and on time, and it is more important than ever that they continue to innovate and introduce new solutions that will help their merchants and e-commerce partners meet the growing demands and expectations of their customers.
“The rebranding and roll-out of this new offering is a testament to what we have built and a commitment to provide a better customer experience. It also reinforces our mission of powering a healthy and sustainable eCommerce ecosystem for the long term by pairing our logistics excellence with state-of-the-art technologies to achieve cost efficiencies,” said Huang.
Lazada has also announced that its logistics will be improving its end-to-end services, and it will look to roll out more new features that can include incentives for sellers to fulfill orders faster and enhanced same-day order pickup from sellers.
Just recently, Lazada has also announced a new stride for its virtual mall, LazMall. It has named top K-drama leading man, Hyun Bin, as LazMall’s very first regional ambassador.
Manila, Philippines – Through time, the use of social media is becoming more intertwined into people’s daily lives, and is also becoming a major avenue for conversations that would benefit both consumers and brands.
On Twitter, whatever is happening, be it as grand as opening a new business or simple joys, people share it with their network, making the platform the go-to place to see the latest in culture and trends.
Research shows that there are five key trends on how Filipinos converse around food, beverages, and personal, as well as home care on Twitter. The first trend is around one’s creativity in the kitchen, which is the result of boredom of Filipinos amid the ongoing pandemic.
Cooking and baking have become creative outlets for new skills, and part of the people’s routine is to tweet their creations, sharing their trusted food brands and their favorite marketplace. The data from Twitter also shows that Filipinos’ most mentioned retailer for packaged food is foodpanda Philippines.
Next on the list is Filipinos’ love for coffee. Conversations about this much-loved drink continue to grow on Twitter Philippines, increasing 3% in the first quarter of 2021 compared to the fourth quarter of 2020, as cafes enticed people to look for innovative ways to make a statement with coffee. And with this, Robinsons Supermarket topped the list as the most talked about beverage retailer for Filipinos on Twitter.
Filipinos also tweet about pop culture on Twitter, which helped increase the conversation interestingly around hair care. There’s a 15% increase in the tweet volume on hair care for the first quarter of 2021 compared to the fourth quarter of 2020, as they actively pay attention and discuss the latest hairstyles or colors being sported by their favorite idols. This made Watsons Philippines rank first as the top mentioned hair care retailer among Filipinos in the platform.
Meanwhile, Filipinos gained a new perspective on self-care during the pandemic, building up their skincare routine and Twitter has also become the top-of-mind platform to look for suggestions and tips. More than 12% in April 2021of tweets are related to personal and skincare compared to May 2021. Part of this growth is the equally progressing conversation on tackling unrealistic beauty standards. Twitter revealed that Shopee Philippines is the most talked about among retailers and providers of self-care products.
And lastly, Filipinos were found to grow fondness for tweeting about being at home, making them more attentive to their own space. As the pandemic continues, people have grown interested in home improvement to keep their homes safe and clean. They can be seen sharing their aesthetic home buys, which is mainly from Lazada Philippines, therefore ranking first as the most mentioned retailer of home care products.
Chandan Deep, Twitter’s head of emerging business for SEA, shared that people on the app and the conversations that they create are what makes Twitter unique, and 71% have rated it as a great platform for brand interaction, making it the number one among its peers.
“These people lead the conversation and are passionate to share about diverse topics such as beauty, food, and health. What makes them powerful as consumers is that they try, buy, and share their experience on Twitter,” said Deep.
Singapore – Singapore-headquartered e-commerce for Southeast Asia, Lazada, is taking its marketing to new heights as it announces its very first regional ambassador for in-app mall, LazMall; and it’s none other than top K-drama leading man, Hyun Bin.
Last October 2020, Lazada has also unveiled a massive first for the brand that similarly involved the K-pop craze – signing on top K-pop actor Lee Min Ho as the first regional-wide ambassador of the brand. Prior to launching regional ambassadors, Lazada’s marketing strategy has always relied heavily on local endorsers, partnering market-specific stars to bring in the engagement with consumers.
Hyun Bin has been a prominent actor among Hallyu, or the term coined for the ‘Korean wave’. He is one of South Korea’s top celebrities and known for K-dramas and movies Secret Garden, Memories of the Alhambra, and The Negotiation. Most recently, his popularity surged even more when he starred as the leading man of the Netflix-produced romantic comedy K-drama, Crash Landing on You. The series gained global craze and afforded both Hyun Bin and the show’s leading lady Son Ye-Jin numerous brand partnerships following the success of the series.
The first LazMall ad featuring Hyun Bin with an action-filled narrative
On the new ambassador, Lazada Group’s CMO Mary Zhou, commented, “Lazada was the first to bring the virtual ‘mall’ concept to Southeast Asia and we are delighted to welcome renowned superstar Hyun Bin as LazMall’s first regional brand ambassador. With his expansive portfolio of critically-acclaimed films and television dramas, Hyun Bin is a familiar personality respected for his genuine personality and extraordinary dedication to his craft by fans all over the globe. This highly resonates with LazMall’s brand promise of authenticity, quality, and a trusted online destination for consumers to enjoy a convenient shopping experience.”
The announcement comes as Lazada celebrates the third anniversary of LazMall as well as 9.9, the first of the year-end mega campaigns. For starters, Hyun Bin headlines an action-inspired ad. Also known as a great action celebrity, the short ad aims to capture the imagination of fans that is reminiscent of Hyun Bin’s popular action sequences.
In the TVC, Hyun Bin stars as an agent on a covert mission commanding a crew of operatives. In a fun and celebratory twist, his character targets the mission of releasing thousands of LazMall care packages to the public.
On his LazMall ambassadorship, Hyun Bin said, “I’m very happy to be joining the Lazada family and connecting with fans in Southeast Asia as LazMall’s first regional brand ambassador. I look forward to creating lots of fun times together, starting with the 9.9 shopping festival. I wish everyone good health and hope you stay safe until we can meet again in person.”
He added, “Shooting the short film for the campaign was incredibly fun, especially when we got creative in demonstrating the efficiency, reliability, and variety of products that LazMall offers to shoppers through a secret agent mission storyline.”
LazMall is Lazada’s in-app mall that features flagship stores from both established and starting merchants. This differs from independent sellers in the app. Earlier in August, LazMall introduced a new personalized portal, LazMall Prestige, featuring an extensive portfolio of eight categories with over 50 premium brands such as Bacha Coffee, Bang & Olufsen, Elemis, and Longines, as well as Polo Ralph Lauren, and Salvatore Ferragamo.
In addition to popular features like Brand Mega offers and an improved returns policy across the region, consumers will gain access to brands through an intimate, visual storytelling experience. This includes an enhanced discovery spotlight via ‘The Prestige Edit’, which features content-rich thematic editorial sections.
In line with the special online launches, Lazada’s mascot Lazzie will also make his idol trainee debut via Lazada’s newest addition on LazGames – Lazzie Star.
We use cookies to improve your experience and to analyse our traffic. To find out more, please click here. By continuing to use our website, you accept our Privacy Policy and Terms & Conditions. Cookie settingsACCEPT
Privacy & Cookies Policy
Privacy Overview
This website uses cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may have an effect on your browsing experience.
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
