[VN MS - Webinar] Building Winning Strategies For Tet Season With Shopee

Data Source: Shopee user survey: Understanding Shopee Mega Sales Buyers, Q2 2021Demographic Buyers who shop during Mega Sales Season Mega Sales Season Shopper Profile Buyers are predomina

Johnny Tran

Project LeadMarketing Solutions Shopee

Agenda Agenda

1    Ecommerce Trend & Category Insight For Tet

2    Holistic Communication Campaign

3    Off-platform Ads with Shopee

4   SMAP - Shopee Media Agency Partnership

5    Q&A

Agenda

Welcome Notes

Lucky Draw

Contact: marketingsolutions.vn@shopee.com

SHOPEE MARKETING SOLUTIONS

Welcome Notes Ecommerce Trend in SEA

E-Commerce Market Trend: There is huge potential for Southeast Asia’s digital economy

Source: Google-Temasek-Bain, e-Conomy SEA 2020 Report

Source: Bain & Company, Riding The Digital Wave, 2020

Consumers will shop and spend more online

Digital lifestyle of the new consumer

Facebook company

Digital consumers surveyed are those who have made an online purchase in at least 2 product categories in the past 3 months

Tier 1, Tier 2 cities’ average spend, purchase frequency diverge despite similarities in behaviour

Top 5 reasons for switching spending to online cause Covid-19 restrictions

Shop 24/7

HOME DELIVERY WHILE MOVEMENT RESTRICTION

EASE OF PRICE COMPARISON SHOP 24/7

Facebook company

Welcome Notes Platform & Category Insight for Tet Season

Data Source: Shopee user survey: Understanding Shopee Mega Sales Buyers, Q2 2021

Demographic (Buyers who shop during Mega Sales Season)

Mega Sales Season Shopper Profile

Buyers are predominantly Female & tend to be 24 and below

Purchase behaviour on Shopee Mega Sales

Ever Purchased During Shopee Mega Sales

Have you ever purchased anything during Shopee's Mega Sales?

Purchase Motivators during Shopee’s Upcoming Mega Sales Season

94%

85-90%

Sources of information for deals during Shopee’s Mega Sales

Data Source: Shopee user survey: Understanding Shopee Mega Sales Buyers, Q2 2021

Which of the following Shopee features did you use during Shopee's Mega Sales? Please select all that apply.

Where do you usually find/receive information on attractive deals during Shopee's Mega Sales?

Top 5 Sources of Information during

Shopee’s Mega Sales

Push Notification on Shopee Shopee Homepage

Shopee Flash Sales Ads, posts or videos on Social Media (e.g

Facebook, Instagram, YouTube, TikTok) Deals sharing groups (e.g on Telegram, Whatsapp, Facebook Group)

Daily Coins Rewards Flash Deals

Shopee Mall Stores that I follow Vouchers' icon from Homepage

Top 5 Sources of Information to find

rewards/ promotions

Legend:

Text in orange : Rewards / Promotions related features Text in black: Shop type related features

Private & Confidential

Data Source: Shopee user survey: Understanding Shopee Mega Sales Buyers, Q2 2021

Add To Cart Timing During Shopee’s Mega Sales Season

Thinking about Shopee's previous Mega Sales, how far in advance did you start adding products to your cart?

Estimation Spending for the Tet 2022 will increase by about 60% compared to normal monthly spending

6,508,046

Average spending in Sept (VND)

10,131,664m

Est spending in Tet(VND)

Add To Cart Timing During Shopee’s Mega Sales Season

Spending purposes in Tet 2022

On average, each Shopee user will spend 47% of Tet 2022 spending to buy family products, 34% of

spending to buy personal products, and 19% of spending to buy gifts.

Categories are purchased in Tet 2022

Top 3 categories that will be purchased the most during Tet 2022: Fashion & Accessories

(79%), Dried/ Packaged Food (62%), Beauty product (58%)

Buying channel for each category in Tet 2022

Among the most common categories purchased in Tet (including Fashion & Accessories, Beauty product, Dried/ Packaged

Food), Shopee remains the top chosen channel for buyers (with 92%, 91% and 71% respectively)

Remark our Tet 2022 calendar!

Mini Spike Day

Brand should drive online visits during campaign D-7 to D-day

Archive off-site visit value committed

• Suggested proportion:

Kick-off: D-21 to D-8 (30%)

In campaign: Pre-hype (D-7): 50% and D-day:

10%

Use co-branding template for online banner

Offsite VisitsOpportunities to attract more users to your shop & maximize GMV on Tet campaign

Mix onsite marketing solutions

Visibility, Paid Ads, Game,

Livestream,

Call-to-Action(CT A)

is deeper than or

at least equal to other platforms

Shop Decoration with Stackable Voucher Banner

to shout attractive seller voucher and Shopee Mall voucher which can

be stackable for customers

Stock Coverage Brand Voucher Onsite

Hero SKUs:

● 90% GMV target coverage [or]

180% GMV target coverage for FASH/SO with variations (size/color)

Budget and &

mechanics criteria

Budget:

● ≥ 20% of GMV target (non EL), ≥ 10% of GMV target (EL)

● More than other online platforms

Mechanic:

● Better than or at least equal to last Mega Campaign and other online platforms

● Must be “Always on” during the campaign period (D-day)

● Tips: 50% OFF Early Bird voucher can drive a high traffic to a seller shop

Price

Midnight deals (price, discount, voucher and GWP)

● Deepest and better than other timings and other online platforms

Midnight Best Brand Deal

Welcome Notes Holistic Communication Campaign

Tefal utilize all Marketing Solutions Services for campaign Mega 9.9 Super Shopping Day

“Tefal - King of the kitchenware with great deals”

Business & Marketing Objective

Shopee Marketing Solutions

Tefal utilized all Marketing Solutions Services for Mega 9.9

Off-site traffic: What did they do outstanding?

○ Deliver traffic KPI daily & start running ads 10 days pre-teasing (CPAS and GAS)

○ Create separate LP to drive traffic to its LP

○ Co-branding with Shopee in OOH assets (Elevator door poster, LCD frame…)

On-site:

○ Homepage pop-up & banner, and Mall page banners

○ Live streaming to increase brand awareness

○ Exclusive voucher for Game Lucky prize

○ Hot deals for flash sales and Brand flash sales

○ Attractive vouchers in Mall page, L1, L2, LP and SIS

○ Large investment for Shopee search ads

○ CRM asset (PN, AR, EDM) to communicate and remind about promotion

With the Shopee Mega 9.9 Super Shopping Day: Tefal is aiming to

○ Build up brand awareness and consolidate the premium image “King of the kitchenware”

○ Improve conversion rate and uplift sales revenue

○ Become the #1 in Home appliances category on 9.9

CASE STUDY

With a mix of on-site and off-site marketing solutions services mapping with consumer journey

Onsite banners

Shopee Search ads

Social posts Affiliate

GAS with Shopee

Push notification

OOH

CASE STUDY

The integrated campaign approach received overwhelming responses

Performance & Results of Campaign And in all MKT Solutions Service

FB CPAS drive the best performance

1.5X

uplift in ROAS vs BAU

(8 Jul - 3 Aug 2021)

2.1X

Uplift in GMV number from

Off-site Ads vs same time

range last year

GMV: Uplift 1.5x SBD August and 4x BAU

Orders: uplift 1.4x SBD August and 4.6x BAU

Shop new follower on Spike day: uplift 20x L7D

CR: uplift 1.1x SBD August and 1.8x BAU

Livestream: >17.000 audience Peak views by Shopee

Account with Shopee Host

CASE STUDY

Welcome Notes

Contact: marketingsolutions.vn@shopee.com

Kahoot Game

Welcome Notes Off-platform Ads with Shopee

Retail Partnerships with Google Ads

Mondelez VN leverages Google Ads with Shopee to drive online sales during Tet gifting season

Objective

Headed into Tet 2021, Vietnam’s largest gifting season, Mondelez aimed to capture this

gifting spirit online by driving traffic and generating online sales on Mondelez Kinh Do’s

official store on Shopee Using exclusive seasonal bundles across their brands such as Oreo, Lu, Cosy, AFC, Solite and Hampers, Mondelez wanted to maximize the opportunity to

drive their eCommerce revenue growth, and eventually diversify their source of traffic and

and further improve their ROAS online.

The Approach

Mondelez Vietnam is the 1st to pilot the Google Ads with Shopee solution for Mondelez in

SEA Using a test and learn approach, Mondelez and Spark Foundry identified Tet as a key season to pilot both Search and Google Shopping campaigns By leveraging Shopee’s product feed and testing multiple variations of SKUs, bundles and exclusive seasonal

offerings, Mondelez was able to acquire customers into their Shopee store during this

festive period Alongside Google Ads with Shopee, brand campaigns landing to Shopee shop destination were also executed to capture share of voice and high visibility for their

brands in the market.

The results

+42% Orders on Shopee vs Tet 2020

+192% Orders on Shopee vs BAU

+8pp Better ROAS vs benchmark

|

The challenge

Unilever was looking for solutions to capture the ever growing

demand online, especially when Vietnam is going through its

Covid lockdown Their goal was to deliverincremental traffic &

conversions on their Shopee Storeat an efficient ROAS for

the mega sales days of 8/8 and 9/9

The approach

To achieve the best results, Unilever used the following

strategies:

● Leverage a suit of Google Shopping Ads solutions with

Shopee: Smart Shopping, Video Action + Feed,

Discovery Ads

● Ran the campaign for two months, allowing Google’s

machine learning to learn & optimize the campaign

Unilever leverages Google Shopping Ads to drive incremental

traffic & sales on Shopee

© 2020 Google LLC All rights reserved Google and the Google logo are trademarks of Google LLC All other company and product names may be trademarks of the respective companies with which they are associated.

The results

Best in Class

Ad Recall uplift for YT+Feed

Smart Shopping

ROAS

What will Google provide to brand -proposal on campaign setup (formats, audiences, bids) -support on campaign optimization

-technical support for implementation -reporting (standard + ad hoc)

Set up the Basics

1-2 weeks

Campaign Ramp Up Optimize For Efficiency

3-4 weeks 1-2 weeks

Plan your campaign for a period of 4-6 weeks as the system takes time to learn and ramp up

“Google Ads with Shopee” Campaigns with > 2 weeks duration have shown

270% higher ROAS vs those with < 2 weeks duration*

*Source: Median ROAS comparison of 100 Google Ads with Shopee accounts

Run Smart Shopping Ads & Text Search Ads Together

“Google Ads with Shopee” Campaigns with both Search & Shopping have shown

43% higher ROAS*

vs only Search / Shopping format

*Source: Median ROAS comparison of 100 Google Ads with Shopee accounts

Overall Best practices

What are the Google Ad formats available for Shopping Campaigns?

Ready-to-serve products = Approved

products - Out-of-stock products

Total Prod uct

Total Products on

Shopee Store

Total Products on GMC

Ready-to- serve Products Approved Products

It is important to include brand name, product information, colour or size and other specifications if applicable

Note: GMC = Google Merchant Center

Best practices to start running Google Shopping with Shopee smoothly

Shopping Campaign Optimisation Checklist

1

At least 50 SKUs ready to serve (approved and

targeted) and make sure champion SKUs are

approved

2

Use eCPC with recommended bidding price or

your own benchmark until campaign has 20

conversions

3

After 20 conversions, switch to ROAS bidding at

historical Conv Value/Cost or 300%, whichever is

higher (Should be >200%)

4 Min duration is 4 weeks with recommended minimum daily budget of 10x target CPA

2

After 2 weeks, switch to ROAS bidding at historical Conv Value/Cost or 300%, whichever

is higher (Should be >200%)

3 Min duration is 6 weeks with recommended minimum daily budget of $30 USD

Standard Shopping Ads Smart Shopping Ads

Note: campaign ROAS can be as low as 0.1 - 1

during the early learning phase (up to 7-10 days)

Big brands which have internal resource and

capability Wants full control over campaigns

Small and medium size brands who have

limited resource Wants a seamless media

buying platform

Ideal for Brands who prefer to pay for

results without hassles Option 1: Shopping Ads by Shopee Option 2: Shopping Ads by Shopee +

Promote and display brand’s Shopee

SKUs on Google search pages with

dynamic product attribution from brand’s

Shopee shop User can seamlessly

purchase product on Shopee after seeing

ads

Best Practice

Campaign Best Practice

#1 Run Shopping Ads & Search Ads Together

#2 Bidding : use eCPC then switch tROAS

#3 Include Add to Cart in conversions

#4 One Shopping campaign for all products

#5 Search Ads best practice: Keyword Strategy

#6 Use performance planner to plan future

performance

Welcome Notes Facebook Collaborative Ads

Forward Planning is Essential

Plan Ahead

Start discussions with clients on

key sales days and align on

goals

Evaluate tech needs Test &

Learn to identify effective

strategies

PREPARATION

Build your audience

Build brand identity, identify target audience, generate interest with pre-holiday awareness & prospecting campaigns

PRE-TEASE

Automate through the peak

Leverage Machine Learning &

Liquidity to supercharge prospecting & retargeting campaigns to drive conversions

TEASE-D-DAY

Ride the momentum

Capitalize on last minute & post-holiday

shopping

POST SALES

Plan The Media Mix | Always on + Tet Campaign

Build / Broaden Audience

Recapture Past Visitors / Custom Audience (1P)

Last 90 days Add to Cart / View Content (exclude Purchases)

Drive Repeat Purchases (Cross Sell / Up Sell)

“Limited items left…”

“Add to Cart Now”

“3 days to go”

Immersive formats

(Stories, Playable Ads, Videos)

Drive Sales Volume

Opt: Purchase

Build Excitement

Opt: View Content, Add to Cart

“Last chance…”

“Additional price off…”

Reactive Lapsed Customers (Using Dynamic Ads Broad Audiences with Customer File)

40% 50% Tips: DO NOT adjust budget or other 10%

settings on D-day mid night as it could

take FB up to 2 hours to review any changes

Suggested daily budget: minimum 100$

For example, Sales Growth X%, ROAS >1

PRODUCT SET Do not micro-segment product catalog and advertise broad categories or segments

BID Bid using Auto-Bid (lowest cost bidding) Only place a bid cap if you have a max bid per result.

TRACKING Ensure UTM is Correctly Implemented | Avoid applying URL Shortener onto the Universal Link | Utilise normal URL link for ShopCollection pages/Microsites

Contact: marketingsolutions.vn@shopee.com

Lucky Draw

Welcome Notes SMAP - Shopee Media Agency Partnership

Shopee Media Agencies Partners (SMAP)

A strong ecosystem to support brand accelerate their e-commerce success

In the region’s first and largest strategic program , Shopee partners with leading global media agencies to better

support partner brands and drive higher growth in customer engagement and sales for our brand clients.

Shopee Media Agencies Partner

in-depth knowledge and skills to

maximise the return on investment of their

brand clients’ overall marketing spend.

Objectives: Consolidate Ecommerce Capacities

Source: Shopee’s Company Data

E EmpowerMedia agencies with in-depth eCommerce

knowledge and skills.

C ConsultShopee Marketing Solutions

Before SMAP roll out, Shopee receive many questions from Media Agency Planner

Can we get the information of all Shopee MKT Solutions services

to do Integrated campaign planning for brand?

Hi, we are planning offsite &

onsite Can you share recommendation and best practices ? Hereby is our brief information: $$$, dur

ation

Morning, we are running 11.11 campaign but there are some technical issue with FB CPAS GAS Can your team jump in?

Our big client need t

o onboard Shopee Can we do anything t

o support them?

Shopee Media Agencies Partners (SMAP)