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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.

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Platforms Featured Southeast Asia

Here are the new initiatives of Shopee for brands this 2022

Singapore – Shopee has once again unveiled in its inaugural Shopee Brands Summit the list of new initiatives it has in store for brands this 2022. Last year, the platform launched the ‘Regional Champion Brands Program’, a by-invite program that will comprise 16 brands that will receive priority support from Shopee. This year, Shopee announced exciting new features and programs including enhancing its partnership with premium brands where four new regional campaigns are slated to boost the presence of premium brands on the platform.

According to Shopee, it experienced a strong growth momentum on its Shopee Mall in 2021, where the majority of Shopee’s brand partners more than doubled their Gross Merchandise Value (GMV) year on year as they adapted to major shifts in the retail landscape.

Shopee also said that Shopee Mall saw an eightfold increase in the number of users shopping online at least once a month during the last two years of the pandemic. With the new initiatives, the e-commerce platform wanted to help more businesses capture this growing base of new and existing digital consumers.

First off, Shopee revealed that it will be introducing a new kind of mega shopping event in March to deliver greater excitement and deals for shoppers in the first half of the year. On the four new Shopee Premium regional campaigns, meanwhile, the campaigns were put in place to help premium brands cater to the increasing demand for premium and luxury products online.

Moreover, Shopee will be driving higher business performance with innovative solutions, including Facebook Ads on Seller Center, which enables sellers to create and manage campaigns easily and quickly, and a new Shopee Display ads, which allows brands to purchase new homepage banner display ads to showcase their campaigns. There will also be a new Customer Intelligence dashboard where brands can now access more insights on shopper demographics and segmentation. 

And lastly, the platform will also be elevating brand experiences with upgraded engagement tools and features like a new sampling channel and the Shopee BeautyCam. The new sampling channel will allow consumers to try products before purchasing online, while Shopee BeautyCam is an AR-enabled makeup try-on tool with new functions such as more color shades and filters. 

Shopee will also be launching Shopee Mall Brand Memberships, a tool that enables integration of the online and offline CRM program for brands, and an enhanced Shopee Live, which now uses AI to recommend more personalized live stream content and deals based on shopping behavior and user interests.

Terence Pang, Shopee’s chief operating officer, shared that as retail becomes hyper-digital and shopping online becomes integral to people’s lives, they believe that there is huge room for growth in SEA. 

“By working together with our brand partners, we will continue to expand and enhance Shopee Mall to serve more customers and scale to greater heights. I would like to congratulate our partners for their achievements last year, and look forward to creating better brand experiences for our users in the year ahead,” said Pang.

In the event, Shopee has also unveiled the five brand partners who made it to the 2021-launched ‘Shopee 100 Million Dollar Club’ which are L’Oreal Group, Oppo, and realme, as well as Samsung and Xiaomi.

The exclusive program awards US$100m-valued brands with bonus perks, including a dedicated regional brand campaign. Following the success, Shopee said it will continue to support the 20 brand partners onboarded this year with priority access to new initiatives and campaigns that will deliver high business impact.