Lazada MY’s Battle of the Brands sees Instagram banter ahead of Singles’ Day

In the lead up to Singles’ Day, brands in Malaysia took to Instagram to flex their muscles and bantered over who would be the most beloved brand among consumers as part of Lazada’s Battle of the Brands.

The banter first started when Philips Malaysia said in an Instagram post: “Dress, jeans, hoodies, whatever you have in mind. No crumbles or creases is a match for my steam generator iron. You think you stand a chance Vero Moda Malayasia? Think again.” It ended the post by tagging Lazada and urging consumers to find the one they love this Singles’ Day.

Not to be outdone, fashion company Vero Moda responded: “Oh dear, my Philips, let’s not get too ahead of ourselves shall we? My clothes are made of the purest of material, we don’t need you to stay fabulous.” It then teased electrical appliance store Senheng, asking if it was up for the challenge of doing its dirty laundry.

In response, Senheng said dirt, mud nor sauces can come close. “And you, Vero Moda, question my prowess? HAH – laughable!” it added in the Instagram post, and jokingly asked child care brand Philips Avent to join in the fun.

Philips Avent’s reply was sassy, asking everyone to calm down for without it, they would not be as big and strong as they are today. “Believe me, Mum’s all around the world love me!” Philips Avent said, adding that all it needs now is a set of diapers and asked Drypers Malaysia how long it can stay dry.

A+M has reached out to Lazada for comment on the inspiration behind Battle of the Brands and the ROI it hopes to achieve. In the meantime, check out the banter here:

Separately, Lazada Group said that its Singles’ Day shopping festival has already outperformed last year’s results with a new record of more than three million orders within the first hour across six markets in Southeast Asia – Singapore, Vietnam, Indonesia, Philippines, Malaysia, and Thailand.

In the first hour, Lazada said it also achieved more than double year-on-year growth in three areas across six countries – total buyers, total orders and total sellers. Lazada’s first 11.11 delivery in the region beat last year’s record by 10 minutes and was delivered in just 80 minutes. A customer in Malaysia received her Samsung Galaxy A70 at 1.20am, delivered by Olivier Petra, CEO of Lazada E-logistics Malaysia. The eCommerce company recently appointed Be Strategic for PR duties ahead of 11.11 and 12.12. It is understood that Milk PR and Ogilvy Malaysia were also in the final shortlist.

(Photo courtesy: Lazada Malaysia’s Facebook page)

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