Create a strong call to action.
@ZALORASingapore Tweeted its offers and wide brand choice, inviting users to click and download the mobile app and start shopping. The brand saw particularly high engagement rates with a Video App Card that combined a compelling video with an extra discount to customers who installed the app.
Target the right audience.
@ZALORASingapore’s primary customer segment is broad: women aged 18 to 65 years. To extend its message beyond its existing followers it targeted users similar to them, to reach people most likely to have an affinity for the brand.
Optimise content to maximise responses.
@ZALORASingapore created a series of Promoted Tweets and continuously monitored response rates to assess which resonated best with its audience. By hourly tracking, the brand was able to adjust the campaign content to maximise performance and drive downloads and sales. It not only used discounts and offers for its 12/12 sale, but also continued to promote its portfolio of leading brands — a key reason for its popularity among shoppers.
ZALORA is always finding new ways to engage our customers. Our #1212OnlineFever campaign on Twitter during Southeast Asia’s largest e-commerce sales day allowed us to scale our reach fast and simultaneously with the rise in consumer shopping intent or ‘moments.’ With the Video App Card platform, we connected with our target audience and had the opportunity to drive them to our website. Twitter is an important partner and we will continue to work with them to reach out and engage fashion consumers in the region