Lazada is one of Southeast Asia’s leading e-commerce platforms, operating across six markets including Singapore, Malaysia, Indonesia, the Philippines, Thailand, and Vietnam. Backed by Alibaba Group, Lazada connects millions of consumers and sellers through its robust logistics network and wide range of lifestyle, tech, fashion, and household products. Known for its mega sale moments and festive campaigns, Lazada is a dominant player in the region’s digital commerce space.
To celebrate its Epic Birthday Sale in March 2025, Lazada executed an influencer-driven campaign through AnyMind Group’s influencer marketing platform, AnyTag, aimed at generating buzz, engagement, and emotional connection with online audiences. The strategy centered around a limited-edition giveaway: 2,000 lucky recipients across Singapore were gifted a playful hippo-shaped coin bank, along with a chance to win a $500 cash prize.
The campaign rolled out across Instagram and TikTok, involving 133 creators from nano to macro tiers—each selected for their ability to tell stories in an authentic, audience-first way.
At the heart of the campaign was the surprise gift—a quirky, lovable hippo coin bank that arrived unannounced at the doorsteps of selected individuals. Influencers who received the item began sharing their reactions on social media, revealing the exclusive gift and the message behind it: a celebration of Lazada’s Epic Birthday Sale and an invitation to enter the $500 giveaway.
Each creator crafted their unique take on the unboxing, from comedic sketches and lighthearted banter to wholesome and heartfelt moments. The varied content helped the campaign reach different audience segments while keeping the overall tone fun, relatable, and community-driven. Hashtags like #LazadaSGBdaySale and #DontBreakTheBank brought visibility and cohesion across platforms, encouraging more people to share their own experiences.
Driving lasting brand impressions with emotional connection
The campaign delivered strong results across both TikTok and Instagram, with individual posts reaching up to 158,000 views, some others achieving over 13,000 engagements and 139,000 in reach.
Additionally, the strategic mix of influencer tiers ensured a wide range of content styles and community touchpoints. From broad awareness to intimate engagement, the campaign successfully reached and activated different audience segments.
The content didn’t just perform—it connected. Viewers responded with excitement, curiosity, and even a bit of envy, with many commenting that they hoped to be one of the lucky 2,000 recipients.
The campaign succeeded in delivering emotional impact. It tapped into feelings of surprise, delight, and celebration—creating a memorable moment for recipients and sparking widespread online conversation tied to Lazada’s birthday.
What made this campaign a success
Several key elements contributed to the campaign’s strong results:
- Technology-backed influencer marketing: AnyMind Group’s AnyTag platform powered the campaign from influencer discovery to multi-channel tracking and attribution of the campaign.
- A meaningful giveaway with emotional appeal: The hippo coin bank was more than just a branded item—it was a fun, unexpected token that sparked curiosity and joy.
- Authentic creator storytelling: By allowing creators to adapt the campaign message to their content style, posts felt native and relatable, boosting credibility and engagement
- Exclusivity and anticipation: Limiting the giveaway to only 2,000 people created a sense of FOMO and made the recipients feel special, encouraging further buzz and sharing.
- Strategic creator mix: Working with a diverse group of nano, micro, and macro creators ensured both broad awareness and strong community connection.
Through smart influencer collaboration and a creatively executed gift experience, the campaign successfully transformed a simple giveaway into a feel-good story that audiences wanted to be a part of.
