20151013 Lazada Online Revolution Campaign (EN)_prudential finance

Traffic and sales have grown tremendously in 2014,... Traffic growed significantly during our campaign days, especially on 12/12 last year... Mobile Buyers55% 45% Lazada’s customer deomo

Lazada – Prudential Finance

Indonesia Malaysia Philippines Singapore Thailand Vietnam

Lazada is the no.1 E-commerce site in Vietnam – some

>50M

page views per month

>2M

Facebook fans

>350K

products offered

>4000

brands on

16

categories

Traffic and sales have grown tremendously in 2014,

Traffic growed significantly during our campaign days, especially on 12/12 last year

Mobile Buyers

55%

45%

Lazada’s customer deomographic

• Customer Returning (different months) and making at least 1 purchase

• TET in Feb CRM database; Cities: Hồ Chí Minh and Hà Nội

64%

36%

New Visitors

Returning Visitors

2

WHO SHOPS WITH US?

Organic Traffic

Paid Traffic

30%

70%

47% from rural / Tier 2

Lead generation example: card activation for banks

6

Lead generation example result

7

Striclty confidential

• Total sessions : 47k

• High interest from consumers: Low bounce rate, high duration.

• 80% is current Lazada’s consumers.

Cards signed up – vs KPI

8

Online Revolution is Lazada’s strongest campaign

• 270 000 orders

• TVC on air

during 3 weeks

• More than 300 press releases

• 25 M visits in 3

days

• 40% of visits

saw a campaign page

• 350 000 orders

• 22 000 comments on

the social fb game

• More than

50,000 deals

Source : Lazada SEA GA for traffic, media metrics for press data and internal data for other metrics

12.12 Online Revolution

2

Birthday Sale

3 Big App Sale

Days4

• 1 stregional App campaign

• App installs

increased by 70% during campaign

• Launched in 3 countries (PH,

TH, and VN)

• Focus on Lazada brand identity

• 1 stcampaign focusing on Brands, Sellers and all Lazada’s partners

• x 2 revenues of

a normal day in the 6 countries

• 17.4 M visits in 3

days

• 230 000 orders

Showroom6

11.11 – 12.12 was the most successful campaign of

2014 and became a milestone in Lazada’s history.

4

A full month of activities from teasing to a mega finale

Teasing Period,

Nov 4-10th

Mega day 11.11 Opening

4 Weeks in between Assortment + Apps

Mega days 10.11.12/12 Mega finale

▪ Deals first, fun, engage

▪ Assortment, deals fun, engage

▪ Deals first, fun, engage

TVC plan

14

Press conference

15

Date: 4/11/2015 Location: PFM

Countdown billboard

675 Điện Biên Phủ, PFM.

164 Giảng Võ, HN

Roadshow - Office Tour

Vecita Event at Nguyen Hue Street 4th Dec

Giant Balloon

Central Postoffice in PFM & HN, and Bitexco (TBC)

Sitcom will be aired 31th Oct

https://www.youtube.com/watch?v=mMMEPF4LyJE

We will flood the online media communication across

- Facebook Wall/ CPC/PA

- Youtube masterhead

- Line/Zalo

2

EDM

- Online revolution focus

- Push of the best online revo

deals only

Affiliate

- Push from our best partners

- Online Revolution banners

4

App Websit

e