Shopee, the multinational technology company focused mainly on e-commerce, saw the highest jump in Ad Awareness of any brand tracked by YouGov in Singapore in June.
According to data from YouGov’s BrandIndex, Shopee’s Ad Awareness score has shot up by 10 points from 57% to 67% between May 25 and June 24. That coincided with a number of interactive live streaming activities as Shopee launched its mid-year sale – Shopee 6.6-7.7.
Until June 6, shoppers, online sellers, and streamers participated in various 6.6 activities on Shopee Live such as Bida sa Pagalingan, Seller Stream & Win, and Suki Marathon, where they could win cash prizes, vouchers, and ShopeePay credits. The fiesta-themed show, which was also Shopee’s biggest TV Special to date, featured cash prizes, giveaways, appearances by celebrities, performances from local and international artists.
Along with the mega sale, Shopee also launched the K-Collection where participants could get giveaways like a signed album by the South Korean boy band Treasure or a chance to attend a one-on-one video call with popular South Korean boy bands like Tomorrow X Together (commonly known as TXT), Seventeen and BTOB.
Shopee’s social media timelines across all platforms are usually eventful as the brand comes up with various contests, sales and giveaways. The K-Pop trend that started at the end of May almost certainly helped Shopee achieve a significant rise in its Ad Awareness score in June. From May 25 to June 4, the Ad Awareness score of the brand hovered around 56-54%. After the announcement of the campaigns, it rose to 60% in just four days and gradually gained more to settle at 67% by June 24.
Methodology: YouGov BrandIndex collects data on thousands of brands every day. Shopee’s Ad Awareness score is based on the question: Which of the following E-commerce/ M-commerce websites have you seen an advertisement for in the past two weeks? Scores are based on an average daily sample size of 663 adults in Singapore between May 25 to June 24, 2021. Figures are based on a 4-week moving average.