Lazada’s Super Brand Day – an unrivalled 24-hour growth opportunity for authentic brands on LazMall

Following the remarkable results in 2021, the Super Brand Day is an initiative that makes Lazada a strategic partner for

brands, contributing to the success of participating authentic brands from various industries.

Driving brand awareness and reputation

In 2020, Lazada Vietnam launched Super Brand Day for the first time, a 24-hour shopping event akin to a brand’s exclusive 11.11. event, which showcases the best deals and co-branded experience for existing fans as well as new customers.

Through creative storytelling and social activations that include games, contests, and KOLs, businesses can drive sales and elevate brand awareness at the same time.

Super Brand Day is a win-win initiative by Lazada that will benefit both brand partners and consumers. Photo: Lazada Vietnam

Each brand will host many activities and events with a series of exclusive offers only for one day. A win-win initiative for both brands and consumers, brands can expect to attract a huge number of potential new customers, drive revenue, and increase brand awareness on this day, while consumers enjoy exclusive discounts and a unique online shopping experience with the brands they love.

As part of Lazada’s commitment to delivering a superior shopping experience for consumers, only qualified brands can participate in Super Brand Days. The selection criteria ensure that each Super Brand Day is an exclusive and beneficial event for both brands and consumers.

This opportunity is available for both domestic and international brands who are eligible to participate based on the qualifying standards. Brands can assert their market position and product quality, and customers are guaranteed to receive authentic products from authenticated brands by Lazada.

The LazMall Brand Awards 2021 honoured brands with breakthrough development in the year, including partners with impressive achievements on Super Brand Day. Photo: Lazada Vietnam

From a commercial push to a key milestone as part of 2022’s core strategy

After two years of implementation, Lazada Vietnam’s Super Brand Day has empowered various brands of different scales, both domestically and internationally. Many brands have continuously set new sales and order records and subsequently increased the scale of their next Super Brand Day after each event.

Several brands achieved great sales result on their first Super Brand Day. Last year, the total revenues of Super Brand Day campaigns alone nearly tripled compared to 2020. With such exceptional track records, Super Brand Day is expected to become one of the most significant milestones in a brand’s growth strategy of 2022.

Philips is one of the many brands that have made Super Brand Day an essential part of its growth strategy. As a prominent player among the brands participating in this initiative, Philips is a partner in the household electronics category who currently holds several outstanding achievements. In 2021, the brand nearly doubled its business targets, and its sales during Super Brand Day were the highest over two years of participation.

Bui Ngoc Khanh, director of Business Development at Philips Domestics Appliances Vietnam said, besides achieving impressive business performance, participating in Super Brand Day on Lazada has also enabled Philips to reach more Vietnamese customers in a fast and safe manner, while also helping Philips to maintain their business operations with minimal disruption.

“We hope that our continued participation in Lazada’s Super Brand Day in 2022 will provide Vietnamese customers with more new products and exciting brand experiences while enabling us to achieve greater successes by working closely with the LazMall team,” Khanh shared.

Philips is one of the successful brand partners with Super Brand Day on Lazada. Photo: Lazada Vietnam

Choosing Lazada as the first e-commerce platform to launch its products, SkinCeuticals also successfully sold 1,000 products within the first 18 minutes on Super Brand Day.

The brand doubled its sales target and expected orders in less than an hour, holding the highest records amongst brands in the health and beauty category on its first day of listing.

Similarly, Nestlé has proven its dominance within the fast-moving consumer goods industry by achieving more than doubled of its sales target on their first Super Brand Day on Lazada in 2021. Up to five tons of powdered milk were purchased during this day in the first two hours.

Hoang Dao Hiep, Nestlé Vietnam's head of Communications & Marketing Services, said that in 2022, Nestlé Vietnam and Lazada will host a series of shopping events, offering high-quality products and exclusive deals, through which they hope to continue increasing the trust and love of existing customers while attracting new ones to brands under its portfolio.

Nestlé Vietnam will continue to partner with Lazada to bring Super Brand Day to life in 2022 with many great deals and a series of exclusive promotional products. Photo: Lazada Vietnam

According to Lazada’s representative, aside from promoting and supporting domestic and international retail businesses, Super Brand Day is part of Lazada’s ongoing efforts to support and provide brands with unique opportunities to showcase their products and reach out to customers to build loyalty.

This collaborative partnership promises to create a superior and sustainable e-commerce ecosystem, thereby providing consumers with an optimal shopping experience on Lazada.