Case brief

The competition is fierce in the Thai e-marketplace for electrical appliances. The Singer brand has been around for 133 years, but it’s only been focused on online selling for less than a year. In this way, the challenge is how can Singer compete with heavyweight competitors like SAMSUNG, Phillips and Tefal brands that have more than 1 million followers on the e-marketplace?

Campaign description

Creating a great campaign to beat them is too long to wait, so we decided to mess around at their parties instead! In March, one of the biggest e-marketplace platforms in Southeast Asia will have a huge birthday celebration that Thai people know they can buy promotional stuff at the lowest prices. Therefore, we also smoothly lightly join that promotion at that party but highly promote “before” others like a host! Moreover, we not only mess around in the biggest e-marketplace platform but also in Shopee, the direct competitor of the birthday owner !

Campaign Scope:

For increasing sales of Singer brand through e-marketplace platform (Lazada & Shopee) before Lazada’s Birthday Sale event by using online Ads on Facebook, Instagram, e-marketplace in-app Ads with the concept “The Party Crashers”

Campaign Goal 

To create a large number of Singer’s sales during Lazada's birthday with a worthy price while maintaining sales on Shopee which is the direct competitor of Lazada.

Marketing context

During Lazada's birthday event, it is a very competitive period. There is a big number of things to distract people on the e-marketplace such as an advertisement on the platform, advertisements from other retailers, and also various kinds of promotions. So, the challenge is how to increase awareness and sales for Singer which is only been online selling for less than a year. Furthermore, Lazada always has a large number of sales in this period because most people will focus primarily on Lazada, so another challenge is how to maintain Singer’s sales on Shopee as well?

Campaign Planning 

Normally, we might see most people making purchases on the e-marketplace on D-Day. In point of fact, most people gave a preparation to buy before the day by basket adding or comparing product prices first. Therefore, we use this point to steal the thunder before Lazada’s birthday.

Evidence of result

Even Singer has only been in the e-marketplace war for less than a year but out stealing thunder on the birthday event causing sales to +200.04% Sale Increasing in 1 month (Totals Shop Sale Feb22 vs Mar22). Using creative messages in the party crasher concept received a huge response from people who saw and create higher ad click +189.83% CTR (click-through rate). And, sending ads to a total of 8,098,986 impressions (In-App Ads + CPAS Mar22)

Marketing  & Media Strategy

The insights of people who have prepared before purchasing on D-Days as we mentioned are the reason we had decided to focus on Ad boosting during the day before “D-Day Birthday”, with the message “Discount! don’t wait for the birthday to shop”. In addition, we offer an attractive promotion that they can make a decision without waiting. Moreover. cost of ad spending has dramatically increased during the birthday event, so this is another reason why launching an advertisement before that day is more worthy.

Creative Strategy & Execution

To let people decide immediately without waiting for Lazada’s birthday, we create the banner on the screen at the top of Lazada’s platform with the message “Discount! don’t wait for the birthday to shop”. Additionally, creating “In Shop Flash Sale” that offers the best promotion for people. Moreover, we also smoothly join this birthday event by claiming like a host and using the message “Not a birthday but born to discount!” on Facebook Collaborative Ads to attract external traffic to Shopee in order to stick to the Lazada birthday trend and increase sales as well.

Target Audience

Age : 20-60

Gender : All

People who interested in home appliances products on the e-marketplace

People who loves shopping with a great promotion offers