Lazada 12.12: Lazada Radio Takeover


Lazada wanted to create talkability and drive sales towards their 12.12 sale. Although the online marketplace is already a household name when it comes to online shopping, Malaysians don’t know what is actually on sale. Thus, creating occasions for purchase became our priority alongside reaching the highest number of people.


We leveraged on the biggest platforms of each language group – ERA, MY, and HITZ – for an online and on-air takeover by Lazada. All stations became known as Lazada 12.12 platforms for a day.

Each station then released exclusive promo codes on social media and on-air throughout the day to encourage talkability. We also crafted tips and hack-based articles pushing audience to make purchases from Lazada, driving quality traffic to the site.


3-day campaign

  • Close to 5.4 million reach on Facebook; and 402k reach on Instagram
  • 307k pageviews across all advertorials
  • Delivered 3,423 clicks to Lazada’s website
  • Generated USD1,676.22 in terms of sale for Lazada

Lazada 12.12

lazada 12.12