Brand Mega Offer (BMO) - Đêm Sale Thương Hiệu

Period: 4-12/2021 | #DemSaleThuongHieu

In 2021, Shopee Mall aimed to aggressively win over LazMall in brand share.

Original from FMCG cluster, Brand Mega Offer was a strategic initiative to win in the 0-2H timeslot (key performing hours) by promoting brands’ limited offers. Brands were to provide shocking deals that were valid only during 0-2H, i.e. Buy 1 Get 1, limited Gift with Purchase, higher incentives vouchers, and dedicated traffic push via CPAS/Ads.

Participating brands were rewarded with a dedicated campaign push. Shopee accommodated prime assets during the campaign period, including voucher plan, onsite entry points, microsite navigation, in-app search, and affiliate marketing.

MY FOOTPRINTS

I implemented the first FMCG BMO and directed 6 BMO campaigns in 2021.

Led and coached PMO team
Developed program conceptualization
Designed brand pitch deck and coordinated pitching progress of up to 137 brands
Developed visual branding concept, with swift seasonal adaptation i.e. lockdown, holiday…
Scaled up campaign traffic, especially via in-app search trend and key hook visibilities
Advised Shopee Mall Strategy & Planning team on campaign implement

MILESTONES

BMO reached the highest YTD record since launching of sales performance & brand pitching by EOY 2021:

Tactically grew % 0-2H GMV contribution by 170%
Grew quantity of brand participants by 450% from 30 brands to 130++ brands
Increased traffic to campaign microsite by 200%++ (with 30% from in-app search)

From the success, BMO was chosen to scale up from FMCG Mall level to Shopee Mall level. The campaign earned homepage assets that gained 250% higher traffic & yielded engagement from 300+ brands.