Campaign Insights | 3 Digital Marketing Insights from Shopee 9.9 2020 Marketing Campaign

Updated: Sep 11



Shopee’s 9.9 Super Shopping Day campaign messages are grabbing the attention of shoppers. The ecommerce player’s marketing strategy and execution this 9.9 season offers 3 key lessons for digital marketers. Read on for a dive into Shopee’s attractive and consistent campaign styling. Understand how clear call-to-actions were employed to nudge consumers and learn from their strategic use of offline and online channels.


Shopee’s 9.9 Super Shopping Day campaign messages are grabbing the attention of shoppers!


Happening in early September, 9.9 is the first in the series of year-end shopping festivals. It was pioneered by Shopee to cater to the rapid growth of the ecommerce industry in Southeast asia. Today, e-commerce players Shopee, Lazada, Qoo10, and Zalora have jumped on the bandwagon to battle for the share of consumer’s minds and wallets during 9.9.


Shopee's landing page all jazzed up for 9.9 | Image credits: Shopee

Shopee’s 9.9 campaigns have been especially successful, with each year outperforming records from the previous years. In 2019, 9.9 Super Shopping Day brought in “three times the number of orders compared to last year; a peak sales volume of 187,606 items within one minute, and more than 113 million deals offered.”


This year, the campaign features mascot Phua Chu Kang, who sings, banters with viewers, and strikes poses on the campaign’s online and offline channels.


What makes Shopee’s campaign especially memorable (or annoying)? How does Shopee drum up and sustain hype for Shopee 9.9? Why are they investing so much in this festival?

In this e-commerce marketing case study , we will dive into what Shopee did this 9.9 season, and extract 3 key lessons digital marketers can learn!


Catchy and Distinctive Branding across Offline and Online touchpoints


Shopee boldly uses the music and famous brand ambassadors to stand out from other e-commerce players. Last year, Cristiano Ronaldo dancing to a remix of 'Baby Shark' went viral and helped triple Shopee’s sales.



This year, local favorite Phua Chu Kang (PCK) is Shopee’s brand ambassador! It is hard to miss his familiar, quirky, Singlish accent playing over speakers as he banters with consumers, urging them not to miss the good deals at Shopee’s 9.9 sales.


Shopee released a new jingle that is just as attention-getting as last year’s ‘Baby Shark’. PCK sings the Super Shopping Day song, pairing it with special 9.9 dance moves.


Using prominent brand ambassadors and catchy jingles makes Shopee stand out amongst its competitors. These are tactics that make the marketing stimulus especially eye-catching to consumers. Coupled with the basics of clear and consistent visual style, Shopee captures a prominent position in the minds of consumers.


Shopee used offline advertising as a marketing channel too! You might have seen them on digital screens, as print media, or as large immersive ad experiences:

Immersive media display at Bishan MRT Interchange with the Super Shopping Day jingle

This created a seamless experience over online and offline touchpoints for their consumers, giving Shopee more opportunities to strengthen their engagement with consumers. Across the different touchpoints, their campaign messages were consistent in their visual style. This boosts the image of the brand and the message in the consumer’s mind, possibly even more than what offline or online can do alone!


Sustaining the Interest in the brand’s 9.9 Sale by Creating Mini Milestones


Shopee’s marketeers face the challenge of drumming up and sustaining consumer interest in 9.9. Someone might view an advertisement days, or even weeks before the actual Super Shopping Day. How do they keep the excitement going? How do they make sure consumers complete their purchase with Shopee instead of a competitor?


The marketing team is leading consumers on a journey up to 9.9, so they split the journey into mini milestones. Each mini milestone first involves triggering a need, followed by pushing consumers towards a call-to-action. These milestones are designed to quickly activate and satisfy consumer needs, which draws them into closer engagement with the brand each time.



Image credits: Shopee

Shopee also uses activities such as giveaways (image above) and deal announcements (below) and to engage consumers and sustain the hype ahead of 9.9.


Image credits: Shopee

These mini-games and reward activities are also used by e-commerce marketplace Taobao and Lazada drive excitement in the short-term, building the 9.9 hype bit by bit.


Collaborate Downstream


The marketing and product teams in Shopee collaborate to execute the strategy across the whole customer journey. We can catch a glimpse of this through the synergy between advertisement messages and in-app features.


A social media advertisement (such as the one below) triggers a desire in the consumer to get a new product, or to see new deals. It nudges the customer to add to cart


Social Media Ad | Image credit: Shopee

The advertisements then lead the consumers to a specially created In-app feature which allows them to add-to-cart now and set notification reminders for them to complete their purchase on 9.9.

Shopee App | Image credit: Shopee

These steps in the consumer journey might ‘belong’ to different departments in a company, but they have to be knitted together to deliver a pleasant shopping experience for consumers.


Shopee’s 9.9 Marketing Strategy to Win Users in the Long-term


Seeing how extensive and well-designed Shopee’s 9.9 campaign is, wonder why is this so important to them? What role does 9.9 play in Shopee’s strategy aside from a short-term gain in sales?


This could be a move to ‘own’ the 9.9 shopping festival as Shopee’s flagship season. Each year that Shopee does their winning campaign, they boost their brand awareness and erode user’s loyalty to other competitors.


Everyone now knows that Super Shopping Day is by Shopee. When the next 9.9 rolls around, where do they think of as the best place to shop? Shopee!


9.9 is also their chance to re-engage old consumers or to attract new customers to shop with them. Each customer gained back during 9.9 could stay around for weeks or months after, which opens a longer customer lifetime value beyond the one day.

These are 3 lessons for digital marketers from Shopee’s 9.9 campaign this year!

Keep your eyes peeled for what else Shopee does this 9.9 day! Don’t forget to load and check-out your carts too!

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