E-commerce has become very popular in Indonesia over the short period of time; some of the E-commerce businesses have grown to be quite the well-known brand, such as Tokopedia, Bukalapak, & Lazada. For this week, we would like to examine Lazada’s latest campaign #KejutanLazada.
This campaign’s purpose was to celebrate Lazada 5th Birthday in Indonesia as they offer lots special promotions. Starting from the 21st up to the 23rd of March 2017, Lazada did a digital activity on Twitter, Facebook, & Instagram as part of the campaign to inform what promos they were offering in a form of “flash sale”. Lazada also took on Facebook Live featuring several Indonesia Top influencers, namely INFIA, Catherine Sumitri, and Andy Garcia. They showed and reviewed some of the products that were sold on the special promotion deal. They also participated in the talk show, giving helpful daily tips & tricks. We assume that Lazada not only aimed for engagement but also wanted to drive Facebook users and invite them to visit their site.
Sonar captured 5,712 buzz on the internet relating to #kejutanlazada. One of the main accomplishments of this campaign was that Lazada got 7 million visitors on their site in just 24 hours, which is a new record! Their first Facebook Live video gain the most viewed throughout this campaign with 9,691 views and 1,469 comments, along with 377 likes, and 30 shares.
Lazada was able to attract users to visit their site, check the product, and finally, buy it. Using Facebook live as the main social media activity really worked for that, and who knows it might work for your brand too! This campaign gave us new insight that this tool is, in fact, more effective to attract Facebook fans. Brands should consider having Facebook Live as one of their social media marketing tools!