Design 4 marketing communication strategies for the campaign

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Reference no: EM133339576

Case Study: Shopee launches 11.11 Big Sale in Southeast Asia

Shopee, the e-commerce platform in Southeast Asia and Taiwan, kicks off its annual 11.11 Big Sale. 11.11 Big Sale will also be Shopee's largest shopping festival ever, headlining a year where more people and businesses use it to connect with each other. In fact, the number of sellers and brands on Shopee surged by 60 per cent in 2021, while 1 in 3 shoppers at its recent 9.9 event was new to the platform.

This 11.11 Big Sale will present Shopee's greatest selection of deals, fun and entertainment for everyone. Users can look forward to the widest variety of discounted products from over 25 categories. With such an irresistible line-up, the growth in new buyers to Shopee is expected to peak further during 11.11. Brands and local MSMEs will stand to benefit from increased traffic to supercharge business growth and scale their online presence. International superstar Jackie Chan also returned with a brand-new commercial for 11.11 Big Sale, after the viral success of his 9.9 commercial that was watched 435 million times online.

Mr Zhou Junjie, Chief Commercial Officer, Shopee, said, "Our year-end shopping festivals have evolved to be more than about the deals. Shopee has pioneered efforts to expand our digital ecosystem to help more consumers, businesses and communities access and benefit from e-commerce. We aim to bring more joy to shoppers by curating the best deals so that they can save more on the things they love. We will also make 11.11 more meaningful and impactful by providing better support to help businesses of all shapes and sizes grow together. There is no better time than now to make the move online. I invite everyone to join us in making this the biggest, and most impactful 11.11."

To help more people access the benefits of e-commerce, Shopee introduced initiatives such as welcome gifts and vouchers for new shoppers, with over 5 million welcome gifts for new Shopee users across the region redeemed. This 11.11, shoppers can look forward to deals culminating on peak day with eight different ways to maximise savings and rewards,

The 11.11 Big Sale will also have entertainment from 2nd November till the big finale on 11th November, including performance from NCT 127, one of the hottest K-pop boy bands and Singapore celebrities, Chua En Lai and Suhaimi hosting the 11.11 Big Live on Shopee Live, as well as chances to win prizes, receive giveaways and cashback vouchers.

11.11 Big Sale continues to act as a springboard to accelerate growth for businesses on Shopee, especially local MSMEs. In 2021, more than 8 million new local shops opened on Shopee. With a growing base of shoppers and more marketing tools provided by Shopee, 11.11 will give brands and MSMEs greater visibility to maximise demand. Businesses with an offline presence can also participate in 11.11 through ShopeePay and Shopee's digital products feature.

Through partnerships with SkillsFuture Singapore (SSG) and Enterprise Singapore (ESG), Shopee is offering programmes such as the SkillsFuture Queen Bee initiative to provide support for sellers to learn useful technical skills and improve their operations and marketing efforts. As it continues to aid local sellers in boosting their online capabilities and presence, Shopee will also be featuring selected ESG participants such as Pixiepax, Lim Kee Food and The

PlayHouse on our Support Local campaign site for this year's 11.11 Big Sale, so users can find and support their favourite local brands with ease.

To build deeper connections with shoppers, brands can use the Shopee Mall Brand Memberships tool to increase repeat purchases and cultivate loyal, returning customers. Brands such as Enfagrow, innisfree and Unilever are offering special welcome gifts and bonus points with new membership sign-ups.

Question: As a marketing manager of Shopee Malaysia, you are planning on new year sales for the date 1.1.2023. Design 4 (FOUR) marketing communication strategies for the campaign.

Reference no: EM133339576

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