Lazada: Online to Offline Awareness

The Challenge

Charging for what used to be free.

For 2019, the Lazada Seller Conference needed repositioning. Previously a free, open event, Lazada now wanted to establish itself as an e-commerce market leader, and charge for attendance. That raised two questions: how do you add enough value to convince sellers to buy tickets to an event that used to be free, and how do you curate an experience worthy of the market leader?

The Solution

A flagship, backed by data.

ROOTS answered in two parts. First, an Impact-of-1 marketing plan: a multi-channel push across Lazada’s seller network, weekly emails, social ads on Facebook, Instagram and Google, and partnerships with MRCA, GfK and Carlsberg Group, all optimised continuously via a real-time data dashboard.

Second, the experience itself. The conference was reborn as Lazada WeCommerce 2019, built around three pillars:

The Impact

Sold out, and recommended.

The reimagined conference drew 2,500+ attendees , 50+ Asia Pacific traders and 10+ strategic retail and brand partners , with 97% reporting high satisfaction and 87% likely to recommend it.