In this campaign, for the very first time, e-retailer Lazada produced an initiative in which the brand created two messaging plans for two target audiences to excite them about promotion news at the right time, giving them an emotional reason to buy. The biggest question the e-tailer confronted was: “How can we target the right people and convert them into buyers?”
The objectives for the campaign were to increase the mobile conversion rate, grow market share through raising revenue from mobile shoppers, and gain brand awareness and create a new, effortless shopping habit among the target audiences.
One of the two target markets was young male offic workers who usually spend time shopping for technology products on the last days of the month and on special occasions such as Women’s Day, Christmas, Tet (Vietnamese New Year) and during the Sea Games (an annual sports competition among countries in Southeast Asia.) The other target was moms who have interest in baby products, heath and beauty aids and cooking apps -- and spend time shopping as relaxation between 8 – 9 p.m.
Promotion has always been the key motivation for purchases at Lazada, and the brand figured there is a way to send these promotions to the right people at the right time to evoke a new consumer shopping habit. With that in mind, Lazada entered into a partnership with messaging app Zalo, the #1 Over the Top (OTT) app in Vietnam, which has an enormous user database and high-accuracy targeting technology.
The strategy for the messaging campaign focused on delivering the right message, to the right people, at the right time. The right message was developed via deeply tracking consumers on Zalo.This enabled the brand to collect user interests, behaviors, mobile activities -- along with wants and needs -- for a monthly message campaign.
The Zalo system allowed the brand to target the right consumers at the right time based on demographics, location, timing, interests and behaviors and other in-depth targeting. For young male office workers, Zalo messages were sent contextually based on occasions. For instance, on March 8, Vietnam Women’s Day, the headline was “Don’t Forget Honey’s Gift”; during SEA Games season, it was “Fantastic Shopping Holiday”; and the last day of the month, it was “Shopping Revolution. Don’t Miss Out.” With all these targeting options, Lazada turned men into frequent shoppers.
In targeting moms, the messages about baby, beauty and household promotions were the core triggers. Mothers who had interests in baby products, cooking apps, or who had historically visited these areas received Zalo messages at the relaxing time of around 8 to 9 p.m. when they were ready to shop. The headlines on the featured content for moms included “All the Best for Your Baby”, “Sale Festival: Decorate the House” and “Because You Are Beautiful.” These messages converted the target to a seamless mobile-first experience, and made them feel excited and emotional.
Here are the campaigns results: