Intergrated Marketing Communications
When I first joined Shopee, I had the opportunity to challenge myself and improve my abilities by taking on the responsibility of growing the community for those who enjoy watching live streams. And also took on the role of handling the communication and branding for Shopee Live in the Vietnamese market.
Shopee Live Mega Show 11.11
The concept of "Shoppertainment," which combines shopping and entertainment, is indeed a promising approach in the field of e-commerce to increase GMV and In-app performance.
Date
Nov 1 - Nov 11 2020
The Approach
We noticed that at that time in the market, our competitors were using the hottest, highest-tier celebrities. So our approach is different; we're going with a nostalgic concept of "Back to the 80s."
Communications Channels
Shopee Owned Channels: Tiktok, Facebook, IG, Facebook Group, Shopee Feed.
Paid Channels: Online PR, Facebook Ads, GG Ads, Tiktok Ads, Influencers & Community booking.
Offline: TVC, OOH, Radio
My Role
In charge of integrated marketing communications planning for Shopee Mega Livestream Show activities:
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Project Management: Coordinate with various internal & external stakeholders across Marketing & Communications teams (PR, Branding, Campaigns, Production…) under defined direction, budget & timeline to ensure timely & high-quality delivery of Communications Plan, Projects execution & KPIs tracking.
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Lead social content, social outreach strategy: This includes social calendar planning, content ideation, social creative direction and community management.
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User growth activities: Acquire new livestream users and to meet KPIs of the PCU.
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Lead a team with 4 team members
Results
Livestream in the app on Mega Show 11.11 reached a 105k PCU
Engagement: 200,000
Date
Jan 1 - Jan 14 2022
The Approach
We approached this by collaborating with talented singers and introducing unique, exclusive collaborations that can only be found on Shopee Live.
Results
Livestream in the app on Mega Show 11.11 reached a 105k PCU
Engagement: 200,000
My Role
In charge of integrated marketing communications planning for Shopee Mega Livestream Show activities:
-
Project Management: Coordinate with various internal & external stakeholders across Marketing & Communications teams (PR, Branding, Campaigns, Production…) under defined direction, budget & timeline to ensure timely & high-quality delivery of Communications Plan, Projects execution & KPIs tracking.
-
Lead social content, social outreach strategy: This includes social calendar planning, content ideation, social creative direction and community management.
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User growth activities: Acquire new livestream users and to meet KPIs of the PCU.
Shopee Live Mega Show - Xuan 2022
Continuing to leverage "Shoppertainment" in the largest live streaming event of the month, Shopee continues to bring in exceptional entertainment acts along with thousands of attractive deals and vouchers.
Communications Channels
Shopee Owned Channels: Tiktok, Facebook, IG, Facebook Group, Shopee Feed.
Paid Channels: Online PR, Facebook Ads, GG Ads, Tiktok Ads, Influencers & Community booking.
Offline: TVC, OOH, Radio
Shopee Live Kpop Fest
Right after the launch of the "Shopee Live", targeting the Gen Z audience, Shopee collaborated with CJ ENM to bring the world's leading Korean cultural festival, KCON, to the livestream platform.
Date
10 - 26 June 2020
Communications Channels
Shopee Owned Channels: Tiktok, Facebook, IG, Facebook Group, Shopee Feed.
Paid Channels: Online PR, Facebook Ads, Tiktok Ads, Influencers & Community booking.
What I Did
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Ensuring guideline compliance: Ensuring that all activities related to the project adhere to the guidelines and regulations set forth by the Regional Team and CJ ENM.
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Project management: Creating detailed plans and schedules for activities to ensure everything occurs on time and in accordance with event organization plans.
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Lead social content, social outreach strategy: This includes social calendar planning, content ideation, social creative direction and community management.