Case Study
Lazada Philippines brings ‘shoppertainment’ Super Party to life on Twitter
Key Results
203%
increase in brand mentions*
258K
views during a 2-hour live stream
230K
total engagements
The opportunity
Lazada, Southeast Asia’s leading e-commerce platform, wanted to drum up conversation and engagement while driving top of mind awareness, so they created a mega-campaign to mark their upcoming birthday.
To celebrate their 9th anniversary, Lazada’s jam-packed Super Party headlined global superstar @katyperry and K-pop boy band NCT Dream (@NCTsmtown_DREAM). A lineup of local acts, including @mimiyuuuh, @aldenrichards02, and @LoviPoe, amongst many others, also joined the "shoppertainment" party concert.
@LazadaPH turned to Twitter to bring their “shoppertainment” event to life in a big way. The e-commerce giant knew that Twitter is the home for entertainment conversation and also is the platform to connect to big shopping moments.
Using Twitter advertising solutions such as Twitter Live, Influencer Allowlisting, and Takeover Products, @LazadaPH was able to drum up tremendous excitement, views, and engagement for their Lazada Super Party livestream.
The strategy
@LazadaPH tapped into Twitter’s Tease, Reveal, and Reinforce approach to bring their “shoppertainment” strategy to life and drive campaign success. Here’s how it unfolded.
Tease phase
Three weeks before launch, @LazadaPH tapped into the power of fandom by using Influencer Allowlisting to amplify the conversation surrounding the headliners NCT Dream (@NCTsmtown_DREAM) and @katyperry. This enabled @LazadaPH to drive hype and connect to the fans’ conversation authentically.
Local artists, on the other hand, were featured in a creative video which was promoted through Conversation Buttons. The clear call-to-action message and customised hashtags encouraged fans to engage and spread the word on the upcoming Super Party.
And to connect to their target audience's passion for entertainment, @LazadaPH used Amplify Pre-roll which served the campaign video ads alongside premium entertainment and lifestyle content.
Reveal phase
A day before the Super Party event, @LazadaPH activated both a Timeline Takeover as well as Trend Takeover using the hashtag #LazadaSuperParty.
Then on the event day itself, @LazadaPH launched a second consecutive Trend Takeover with an offer of free shipping to prompt customers to make their purchases and then to share them through the Conversation Button.
Reinforce phase
Following the massive positive reaction to the Super Party, @LazadaPH seized the post-concert momentum by announcing the extension of the birthday sale.
01
Bring “shoppertainment” to life with Twitter Live.
Going live on Twitter enabled @LazadaPH to act on the "shoppertainment" phenomenon. By pairing the livestream with Website Cards, the brand drove lower-funnel action which was driving purchase on Lazada website.
02
Tap into star-power to deepen conversation.
Pairing creatives featuring local artists with the Conversation Button helped generate massive engagement for the event. By using Influencer Allowlisting for the fandom accounts on Twitter, Lazada could drive those conversations authentically.
03
Maximize awareness with consecutive Takeovers.
By using Timeline Takeovers and Trend Takeovers consecutively pre-event and on the event day itself, @LazadaPH was able to own the days with maximum awareness and engagement.
The success
The campaign saw great results in conversation and engagement. There was a 203% increase in brand mentions* and 19K mentions on launch day alone. Across the campaign period, the brand saw 76K mentions of the brand with a 94% positive and neutral sentiment.
The campaign highlights were the Influencer Allowlisted Tweets, which saw 12.88% engagement rate, outperforming other formats by 6x.
In total, the campaign garnered 230K engagements which ranged from conversations around the Super Party, the star-studded performance, to sharings of their purchases from Lazada website.
At Lazada, we constantly innovate so that our strategies continuously advance our business goals and drive top of mind awareness among our consumers. By partnering with Twitter, we saw great results for our 9th Birthday Super Party campaign, achieving 260,000 viewers on our Twitter livestream. During the campaign period, we even saw a 200% increase in average daily interactions versus the usual non-mega campaign days.
Footnote:
*compared to regular campaign days in previous months.
Solutions Used
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