Note: this was a fully integrated, 360°, cross-platform campaign that rolled out in three phases over the course of a year. Enjoy the story.
Just Add Style
As a bit of an enjoyer and appreciator of fashion myself, I was very excited about leading the Lazada Fashion vertical.
Lazada has over a million sellers, each selling hundreds and thousands of items. When it comes to fashion, there’s a staggering assortment of items to browse. There’s something for everyone – but it can get extremely intimidating for shoppers.
To me, the task was clear – help our shoppers make sense of our vast assortment.
The resulting campaign was truly integrated, with KOL content-creation through style curation, a pure fashion film styled by industry professionals, fashion editorial work and even a dash of guerrilla marketing.
Styled By…
We launched Phase 1 of our campaign by addressing how much fashion we had in stock. We did this with our KOL friends, inviting them to put looks together from the endless choices on Lazada.
On social, our partners supported us with best-in-class social media work, further inspiring shoppers to shop for budget conscious clothing on Lazada.
Inspiration is Everywhere
For the second phase of Lazada’s fashion campaign, we shot a polished, stylish overview of styles available on the platform to inspire more fashion-forward shoppers to browse Lazada’s fashion offerings.
Snap, Search, Style For Less
Finally, we did a fashion campaign in a way only Lazada could – pairing wide product assortment with an amazing proprietary AI-powered image search.
See something you like on the street? Snap a picture with the app and find that exact piece (or something very similar) on Lazada, at a fraction of the price.
For this phase, we kicked off with a 60” film to show off our tech and assortment, then followed it up with “scannable”, shoppable ads. On social, our KOLs demonstrated the tech to their followers.
On social, our KOLs supported the campaign with native content featuring full outfits styled together with pieces from Lazada’s fashion channel.
60” Snap, Search, Style For Less
Unskippable Pre-Roll
We then created this targeted, unskippable pre-roll that ran exclusively before stylish music videos, fashion and KPop content, encouraging viewers to snap and search for outfits in the videos on Lazada.