E-commerce platform Lazada is the brand that has achieved the highest uplift in its Ad Awareness during June.
The rise coincides with their latest #homecation campaign promoting their products to help Singaporeans through the quarantine due to the COVID-19 pandemic. The ad has had over 5 million views on YouTube alone.
Launched about a month ago, the 15-second advertisement highlights the various products customers can buy off Lazada – from cooking equipment to show off Masterchef skills, to boxes for organising toys, to a mop. The ad ends with the words ‘Unlock your Lazada #homecation’, promoting the notion that through buying various products off the Lazada platform, people can entertain themselves and have a #homecation during quarantine.
YouGov BrandIndex data shows that Lazada ads have captured consumer attention: the Ad Awareness score (whether someone has seen an advert for the brand in the past two weeks) has risen from 35.3 to 42.0, jumping +6.7 points.
Not only are Singaporeans noticing Lazada ads, there has also been an increase in Quality scores, from 24.9 to 29.7. This increase of +4.8 shows that Singaporeans are now more likely to think of the brand as being of good quality.