ZALORA has appointed m/SIX to manage media duties and following the appointment in July this year, both parties rolled out a new campaign in Malaysia and Singapore to cater specifically to consumers who are shifting from offline to online shopping. The campaign's main driver is to penetrate the consumers' psyche and frame ZALORA as their top of mind brand for everyday fashion. By understanding the psyche, the team recognised that the "self-reward" behaviour by consumers usually occurs around the first and fourth week, since shoppers typically reward themselves by splurging on items after receiving their pay. This is also the case when there are double-digit day deals.
The team hijacked strategic digital out-of-home (DOOH) locations that are either nearby or inside shopping malls to target relevant consumers. For consistent awareness, the team carried out a creative rotation during double-digit events such as 9.9 and 10.10 for example. According to the agency, it also ensured that the DOOH was always on to help intercept offline shoppers, create awareness among this group of consumers, and encourage them to search online at ZALORA for better buys on similar items. This DOOH campaign was also coupled with 30-second spots on TV channels and the country's top radio stations.
Meanwhile in Singapore, ZALORA took over public transportation lines with DOOH banners in places such as bus shelters, MRT lines, train panels and taxi digital screens to create awareness and intercept shopping intenders to place ZALORA at the top of consumers' minds, as well as an alternative to offline purchases. The brand also leveraged Mediacorp's top channels as a medium to connect with a more premium audience, which makes up to about 72% of Singaporeans. The campaign is expected to end in December in both countries. MARKETING-INTERACTIVE has reached out to m/SIX for additional information.
The online fashion retailer named Jo Bjordal as its new CMO in April this year, replacing Elias Pour. Bjordal currently leads a team of over 100 people, overseeing the full marketing operations of ZALORA Group. He has been with the fashion retailer since 2015.
Join us on a three-week journey at Digital Marketing Asia 2020 as we delve into the realm of digital transformation, data and analytics, and mobile and eCommerce from 10 to 26 November. Sign up here!
If you are looking to learn more about Marketing to Millennials and Gen Z, join our masterclass where we deep dive in creating frameworks for marketing success with the next generation. Find out more here.
ZALORA and The Trade Desk tie-up to offer brands ad measurement tool
ZALORA Group names Jo Bjordal as new CMO
ZALORA offers data solutions to partner brands to replace 'guesswork'
ZALORA ventures into Kids category