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#MarketingEventsAwards 2021 Highlight: Lazada Indonesia launches game plan to reach an untapped audience

#MarketingEventsAwards 2021 Highlight: Lazada Indonesia launches game plan to reach an untapped audience

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Lazada Indonesia saw a growing number of Gen Z and Millennials in the Indonesian gaming scene. On top of the games’ appeal towards the younger generations, the games also allow them to socialise with one another.

Lazada wanted to engage male gamers and convert them into shoppers. To that end, it worked with EVOS Esports to create a weekly Esports entertainment programme that was live-streamed to audiences.

The campaign was a success as it was able to drive downloads from a new market and added a new genre to its shows. Lazada Indonesia’s ability to discern rising trends in the market, and tweak its offerings to appeal towards an untapped audience, impressed the judges and secured it the gold award for Best Consumer Event: Sports & Fitness at MARKETING-INTERACTIVE's Marketing Events Awards 2021.

Challenge 

The gaming scene in Indonesia has been growing over the past few years, and many of whom are playing are Gen Z and Millennials. They spend time engaged in gaming as it also serves as a digital platform for them to socialise with their peers. 

Southeast Asian eCommerce platform Lazada wanted to tap into the gaming community as it wanted to engage male Gen Z and Millennials in Indonesia. Lazada found that eSports streaming in Indonesia had risen to 17.6 million, with a 20% increase year-over-year. Hence, it decided to reach out to the gaming community through a live-streaming programme.

It partnered with EVOS Esports, a Southeast Asian Esports team, to launch an interactive live-streaming programme called Lazada Cyber Combat.

Strategy 

Lazada Cyber Combat was to be conducted every Tuesday on the Lazada ID app, with the aim of strengthening its brand image as a “shoppertainment” destination, especially among gamers.

The initiative would also position Lazada as the best platform for eSports fanatics and to help them fulfil their needs. It identified eSports live-streaming as one of the best methods to engage the gaming community. At the same time, the programme would drive more new traffic to the platform. 

Lazada Cyber Combat would also target male gamers and entertainment seekers aged 18 to 34. Content-wise, Lazada wanted to build interactive shows that would engage and drive the audience to participate. To that end, the main content of the programme was “mabar”, which means “play together”. 

Mabar has been one of the favourite activities for Gen Z and Millennials, especially during the pandemic. Hence, Lazada would give viewers a heightened mabar experience by giving them the opportunity to play games live, together with their favourite top gaming influencers. 

To further increase its viewership and create more variations and engaging points for the audience to participate, Lazada also initiated other activities such as mini talk shows and quizzes.

Additionally, Lazada would conduct weekly evaluation meetings with the business development and project teams to investigate areas for improvement; as part of its strategy to make the programme better each week. It would also work on improving the quality of its live-streams by including talent outside of eSports, as well as endorsing local celebrities, to provide more content variety and boost its viewership. 

Execution 

During the launch of Lazada Cyber Combat, Lazada released a teaser video to create awareness of its collaboration with EVOS Esports, which garnered 5.6 million views. To increase viewership and adoption on its platform, Lazada allocated US$40,000 per month for the campaign from August 2020 to June 2021. Over 60% of the budget was allocated for marketing through mobile and digital activations such as paid ads and using key opinion leaders. 

Mobile-first marketing strategies were used as Lazada believed it would be easier to get audiences to download the app and participate in the weekly live-streams. At the same time, Lazada also found the Indonesian market has a massive social media user base. 

Lazada continued to monitor the effectiveness of its various marketing initiatives, and found that pop-up players, slide banners and special landing pages were the most effective forms of marketing towards its target audience. The ads were also worked with the talent community to market its live-streams as well. 

Additionally, the promotion was also supported by cross-platform marketing outside the Lazada app such as its own community channels, its social media, and the talent’s community as well.

In June 2021, Lazada reached more than 82,000 viewers – one of the highest since the launch of the live-streams by utilising three streamers for the live-stream and working with mega influencers to promote the live-stream on its Instagram. 

Results 

Since the launch of Lazada Cyber Combat, its user data showed an increment of new adopters, and an average viewership of 50,000. It also got media coverage that generated a PR value of more than one billion rupiah during the launch of the live-streams.

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