Malaysian Media Awards Winners Showcase





2019 | |

“Started from the bottom: Becoming Lazada’s No. 1 Diaper brand for 11.11”

Advertiser: Huggies
Brand: Huggies
Creative Agency: -
Credits: -

The Challenges
In late 2018, despite a wellestablished and successful ecommerce strategy, Huggies was a distant 2nd in the Diaper category on Lazada. With the end of the year approaching the challenge was therefore simple. Identify a source of growth, drive unprecedented revenue and claim the no. 1 spot.

Insight, Strategy and the Idea
Unsurprisingly dealfocused messaging was shown to be the core driver of sales on the platform. With the 11.11 fair approaching we saw this as an opportunity to create interest in the brand above and beyond our base, we just needed the right deal. To address this Huggies launched their Baby Fair promotion offering RM22 off each user’s purchase. A sizeable discount, but worth it if we could drive volume. Therefore, we needed a media strategy that was going to deliver scale, drive users to platform and maximise revenue during the event.

Media Execution
To deliver this, Huggies looked to leverage every learning of 2018 and partnered with Facebook to utilise their data partnership with Lazada. This allowed us to pull product data from the site, measure and optimise using onsite sales data, and deeplink to the Lazada app where most conversions occur. Ads were targeted across the purchase journey utilising broad audiences built from 1st party parents data from leadgeneration, inmarket category shoppers using Lazada segments and aggressive retargeting to ensure interest early in the week converted to sales by the end. Within this audiences were modelled around highvalue potential customers including bulkbuyers, premium product purchasers & frequency customers, all aimed at driving maximum revenue.

Results and Effectiveness
By combining all the learnings and bestpractice we’d accumulated over the year, and a strong deal, we drove unprecedented results.
• 350% increase in weekly revenue
• Overall CPA down 19%
• An overall 23x Return on Ad Spend And to top that off, for the first time Huggies was confirmed as number 1 Diaper brand on Lazada!