The Lazada Supershow is an entertainment program combined with shopping, organized as part of Lazada’s Mega Sale campaign. In a context where people are increasingly inclined to shop online and enjoy entertainment at home, the Lazada Supershow arrived at the right time to meet user needs. At the same time, it helped the brand generate positive impact across social media. What factors contributed to the success of the Lazada Supershow in particular and the Mega Sale Campaign as a whole?
Since 2019, Lazada has pioneered and pursued the Shoppertainment strategy—a model that blends shopping and entertainment to create engaging experiences for consumers, with the Lazada Supershow as one of its central highlights. Over multiple seasons, the Lazada Supershow has become a spectacular tech-driven music program, hosted offline and livestreamed simultaneously, sparking massive discussions on social media.
In the past two years, the pandemic restricted people’s access to traditional shopping and entertainment channels. As a result, at-home entertainment emerged as a key consumer demand, alongside the already popular trend of online shopping.
Adapting to this new context, Lazada elevated the Lazada Supershow from a hybrid offline–online event to a multi-sensory online entertainment experience, with livestreaming as its core platform. Cutting-edge technologies like 3D and AR were integrated to bring a lifelike quality to the performances. At the same time, Lazada fostered user engagement through promotional minigames. Importantly, both shopping and entertainment took place seamlessly within the Lazada app, eliminating the need for consumers to switch between platforms.
By staying ahead of online trends, the Lazada Supershow generated 5 million social media discussions in total, with each edition attracting no fewer than 500,000 conversations. Moreover, it accumulated 150 million views across YouTube and other streaming platforms.
The discussion patterns of many social media events often take the shape of an inverted U: conversations surge on the event day but quickly fade afterward. However, the Lazada Supershow managed to sustain its buzz for a relatively long period—peaking throughout the week leading up to the show and continuing strong for another week after the event night.
(a) In the pre-event stage, the brand leveraged influencer channels and popular fanpages to introduce the new highlights of Lazada Supershow: the appearance of AR and XR 360-degree technologies, along with unprecedented collaborations between artists.
(b) Right before the event night, a wave of micro-influencers shared posts expressing their excitement. During the live broadcast, top streamers reacted in real time, amplifying Lazada Supershow’s reach. Moreover, Lazada cleverly reserved the best performances exclusively for its shopping app, which doubled the number of logins right after the show stopped streaming on other platforms.
A standout feature was the Voucher Rain on the Lazada app: vouchers rained down the user’s screen, and their task was to “catch” them to shop at discounted prices. Similar to the mechanics of Fruit Ninja, instead of slicing fruits for points, users would “slice” vouchers.
(c) After the event, memorable moments were shared and circulated across social media platforms, enabling the event to sustain conversations among users even after it ended.
Organizing a socially influential event during the pandemic is a challenge for any brand. However, Lazada Supershow ran continuously through the second half of 2021 and received strong positive engagement from consumers. From Buzzmetrics’ perspective, Lazada Supershow stood out due to three key factors:
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