Key takeaways: Anna taps into the rapid growth of the competitive ecommerce industry in Southeast Asia and shares full insights into the key ingredients to maximize brands and business' ROAS - from media planning, platform optimization, automation support and alignment across all digital touchpoints.

1. MASTER
CLASS
SINGAPORE ~ SEPTEMBER 15 - 16, 2022
DIGIMARCONSOUTHEASTASIA.COM | #DigiMarConSoutheastAsia
DIGIMARCONSINGAPORE.SG | #DigiMarConSingapore
Shattering Silos - The
Recipe to a Successful
Mega Sale Marketing Campaign
Anna March
REGIONAL DIRECTOR, ECOMMERCE &
PERFORMANCE MARKETING
INTREPID GROUP

2. Agenda
• Introduction
• SEA Ecommerce Market and Key Players
• Planning for Megasales Success
• How else to improve Megasales

3. Intrepid – An Ascential Company
Omni-channel
Ecommerce
Management
Digital Marketing
Services
Insights & Analytics

4. SEA Ecommerce Market and Key Players

5. SEA Ecommerce

6. Focus Ecommerce Marketplaces

7. Marketplace Sales Type
Platform MEGA
Campaigns
03
9.9, 11.11 and 12.12
Major 9.9, 11.11, 12.12
local holidays (Raya)
Platform
Campaigns
02
Double digit campaigns,
payday, category days
Brand Campaigns
01
Super Brand Day, Grand
Launch, Anniversary

8. Most common Ad types
Search Ads
Bid based system like Google
Affiliate Ads
Display ads through affiliate
partner websites or pages
Platform Display Ads
Banner ads

9. Planning for Megasales Success

10. Planning Process
D-20
Target
Setting
D-15
Commercial
Planning
D-13
Marketing
Plan
D-10
Launch
Teasing
D-day

11. Planning for Mega Success
Teasing D-day Post-Campaign
Display On-
platform
External
Traffic
On-platform
Search
Platform
Affiliate
Awareness
Conversion
Display Package
Drive add to carts
Traffic objective with
gradual inc. in bids
SALES objective.
Max budgets & Bids
Optimize for
conversions
Affiliates promote on their own channels to drive
store traffic and A2C then conversions on D-day.
Retarget audience
Retarget & build
lookalike audiences
Always-on search
campaigns
Lower store/product
commissions..

12. Phase
✓ 65% of ad clicks translate to store
visits and/or product views
✓ 2-3x improvement on Conversion
Rate targeting new buyers
✓ 3x higher ROAS for new buyers
✓ 7-10 days of teasing promotions
lead to higher conversion on Dday
TEASING OBJECTIVE
20%*
of orders made during
mega-sale days are
attributed pre-teasing
* Lazada August 2022
Teasing

13. Measurement
1. Don’t expect conversions during teasing period!
2. Use add to carts as success metric
a. Ad clicks-add to cart rate
b. if teasing rate is higher than BAU or previous campaigns,
consider budget increase for A2C drivers
c. Check your add to cart to checkout rate from previous campaigns
to estimate Dday Conversion Rate and GMV
Phase Teasing

14. Off- Marketplace
● Higher budgets to support peak hours
○ Align with timing of promo offers
○ Mirror on marketplace peak hours
● Budget more for Retargeting audiences - ideally 80% of the budget
FIRST TWO (2) HOURS is crucial - 40% of sales
Phase D Day

15. On Marketplace
● Increase budgets +50% for the first 2 hours
● Optimize towards Sales objective
● Spend on converting campaigns, products, keywords
● Utilize automated CPC bids (bespoke tools or platform)
● Adjust approach based on stock levels
Phase D Day
FIRST TWO (2) HOURS is crucial - 40% of sales

16. ● Manage advertising campaigns
● Optimize marketing levers for
optimal conversion
performance on Dday
● Commercial plans and promo
offers
● Monitoring of back-end sales
and product sell outs
● Management of store fronts
Marketing
Maintain close coordination to deliver optimal results
Phase D Day
Store Management

17. ✓ After 1st two hours, update on stock levels
for top products
✓ Estimate sell-out and prepare backup SKUs
✓ Promote backup SKUs & stop advertising
OOS products
✓ Check for flash sales schedules or other
hourly promotions
✓ Ensure sufficient budget available
Marketing
Store Management
Phase D Day

18. ● Post Mortem
○ Review most cancelled or returned products - why?
○ Identify top SKUs from completed orders
● Marketing
○ Adapt marketing strategy for focus SKUs
○ Build retargeting audiences and lookalikes for future campaigns
Phase Post-Campign

19. ● Store team monitors delivery
○ Timeliness of delivery encourages
○ Completeness of order especially bundled and those with gifts
● Customer Service
○ Availability is crucial up to 7 days after
○ Ensure concerns are acknowledged within an hour
○ Resolution within 24 hours
Phase Post-Campign

20. 0
10
20
30
40
50
60
70
0
500
1000
1500
2000
2500
3000
3500
12 AM 2 AM 4 AM 6 AM 8 AM 10 AM12 PM 2 PM 4 PM 6 PM 8 PM 10 PM
Spend GMV ROAS
Results from D Day
Hourly on D-Day
Midnight
Deal Hunter
Mid Day
Shopper
Last
Chance
0
5
10
15
20
25
0
5000
10000
15000
20000
25000
Spend GMV Paid ROAS

21. What else can we do to improve
performance?

22. 1. Use Consistent Messaging
● Seamless customer
journey
● Clear promotion call
out
● Mobile first vertical
format for better
performance

23. 2. Drive Engagement
● Livestreams 2-3 days before to
create hype around focus SKUs and
promotions
● Livestream on Dday at shopping
peak hours
● Highlight product USP
● Boost via paid ads

24. 3. Use Automation
● Mega Sales Days are fiercely competitive
● CPCs can triple over the 24 hour period
● To maintain high ad position in search requires constant CPC
increases
● Very time consuming if done manually
USE AUTOMATION TOOLS

25. Automation Tools
Platforms
Lazada and Shopee provide a level of automation
● Lazada
○ Cost-effective bidding for automated campaigns
● Shopee
○ Auto Optimization
○ Campaign-based competitive bidding (without caps)

26. Automation Tools
Bespoke
● Some specialist agencies deploy bespoke automation
● Uses algorithms and rules to adjust bids
● More tailored solution versus platforms

27. Key Takeaways

28. Key Take Aways
✓ Plan ahead - set goals and targets
✓ Align all marketing activities with commercial plans
✓ Teasing activities are important and must not be skipped
✓ Focus budgets & optimisations 12-2am on Dday
✓ Find ways for faster change adoptions on D-day - bids,
budgets, SKU changes
✓ Work with the store management team

29. Thank You
Anna.march@intrepid.asia