Advertiser: Lazada Brand: Lazada Creative Agency: - Credits: -
Lazada is known to Malaysians as a household and electronics platform even though it wants to also be seen as a fashion marketplace. Zalora was gaining market share at the expense of Lazada’s weak position in the fashion category.
Insight, Strategy and the Idea
OUTSHINING THE COMPETITION
Based on past experiences, we knew tactical campaigns would not help. Branded Content on the other hand is indirect and provides a soft sell approach. To position Lazada as a fashion destination, the initiative had to be big and bold. Or at least to outshine Zalora and to give them a run for their money. There are already plenty of fashion related reality TV shows so to stand out, we came up with LazAda Style. Instead of focusing on dressmaking and fashion designing, we wanted to source the best stylist in Malaysia; someone who had a great eye and amazing dress sense. And the Lazada app would aid them in the process.
SEASON 1 OF LazAda STYLE
To attract participants, we used One FM, Hot FM and Fly FM to announce the criteria for this reality TV show. Potential contestants submitted their applications through Facebook and Instagram and we attracted more than 500 submissions. The 1st season of LazAda Style took off and it aired every Sunday at 3pm on TV3 over a 6 week period. To complement the free to air broadcast, the show was streamed live on Youtube, Facebook Live, TonTon and Lazada’s own app to provide incremental reach to TV. There were engagements via in app executions like ‘ShakeShake’ to make the branded content more interactive with the audiences.
Results and Effectiveness
OUR ROAD TO BECOMING THE FASHION DESTINATION
The TV results were astounding. There was viewership of over 1,000,000 per episode despite being aired at non prime time hours. It was Media Prima’s Top 5 reality shows for 2018. All other online streaming platforms saw a cumulative total of over 150,000 live viewers. Social listening revealed that 92% of Malaysians felt positively towards LazAda Style. Lazada saw major growth in the fashion category; an increase of 80% MoM and 190% for the month YoY. Lazada claimed the fashion destination crown from Zalora for the rest of 2018.