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.
@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.
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.
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.
Following the massive positive reaction to the Super Party, @LazadaPH seized the post-concert momentum by announcing the extension of the birthday sale.