Lazada’s Super Brand Day: Unique growth opportunities for LazMall’s brands

Super Brand Day is an initiative that makes Lazada a strategic partner for brands, contributing to the success of participating authentic brands from various industries.

Driving brand awareness and reputation

In 2020, Lazada Vietnam launched Super Brand Day for the first time, a 24-hour shopping event akin to a brand’s exclusive 11.11 event, which showcases the best deals and co-branded experience for existing and new customers. Through creative storytelling and social activations that include games, contests and KOLs, businesses can drive sales and elevate brand awareness at the same time.

"Super Brand Day" is one of the "win-win" initiatives by Lazada that benefit both brand partners and consumers. Photo by Lazada Vietnam.

Each brand will host many activities and events with a series of exclusive offers only for one day. A win-win initiative for both brands and consumers, brands can expect to attract a huge number of potential new customers, drive revenue, and increase brand awareness on this day, while consumers enjoy exclusive discounts and a unique online shopping experience with the brands they love.

As part of Lazada’s commitment to delivering a superior shopping experience for consumers, only qualified brands can participate in Super Brand Days. The selection criteria ensure that each "Super Brand Day" is an exclusive and beneficial event for both brands and consumers. Notably, this opportunity is available for both domestic and international brands. Brands can affirm their market position and product quality, and customers are guaranteed to receive authentic products from authenticated brands by Lazada.

"LazMall Brand Awards 2021" honors brands with breakthrough development in the year, including partners with impressive achievements on "Super Brand Day". Photo by Lazada Vietnam.

From commercial push to core strategy

After two years of implementation, Lazada Vietnam’s "Super Brand Day" has empowered various brands of different scales, both domestically and internationally. Many brands have continuously set new sales and orders record and subsequently increased the scale of their next "Super Brand Day" after each event, such as La Roche-Posay, Estée Lauder, Samsung, Philips, Adidas, Bobby, Abbott...

Several brands achieved great sales result on their first Super Brand Day. Last year, the total revenue of "Super Brand Day" campaigns nearly tripled compared to 2020. With such track records, "Super Brand Day" is expected to become one of the most significant milestones in the brands’ growth strategy of 2022.

Philips is one of the many brands that have made "Super Brand Day" an essential part of their growth strategy. As a prominent participant in this initiative, Philips is a partner in the household electronics category who currently holds several outstanding "Super Brand Day" achievements. In 2021, the brand nearly doubled their business targets, and its sales during "Super Brand Day" was the highest over two years of participation.

Bui Ngoc Khanh, Business Development Director of Philips Domestics Appliances Vietnam, said besides achieving impressive business performance, participating in "Super Brand Day" campaigns on Lazada has also enabled Philips to reach more Vietnamese customers in a fast and safe manner during the pandemic, while also helping Philips to maintain their business operations with minimal disruption.

"We hope that our participation in Lazada’s ‘Super Brand Day’ in 2022 will provide Vietnamese customers with more new products and exciting brand experiences, while enabling us to achieve greater successes by working closely with the LazMall team", Khanh shared.

Philips is one of the successful brand partners with "Super Brand Day" on Lazada. Photo by Lazada Vietnam.

Choosing Lazada as the first eCommerce platform to launch its products, SkinCeuticals also sold 1,000 products within the first 18 minutes of opening on its "Super Brand Day". The brand doubled its sales target and expected orders in less than an hour, holding the highest records amongst brands in the Health and Beauty category on its first day of listing.

Similarly, Nestle has proven its dominance within the FMCG (fast-moving consumer goods) industry by achieving more than twice its sales target in its first Super Brand Day on Lazada in 2021. Up to 5 tons of powdered milk were purchased during this day in the first two hours.

Hoang Dao Hiep, Nestle Vietnam's Head of Communications & Marketing Services, said that in 2022, Nestle Vietnam and Lazada will host a series of shopping events, offering high-quality products and exclusive deals, through which they hope to continue increasing the trust and love of existing customers, while attracting new customers to brands under its portfolio such as Nescafe, NAN, Milo, Nutren, Nestea, Maggi, and more.

Nestle Vietnam will continue to partner with Lazada to bring "Super Brand Day" to life in 2022 with many great deals and a series of exclusive promotional products. Photo by Lazada Vietnam

According to a Lazada’s representative, aside from promoting and supporting domestic and international retail businesses, "Super Brand Day" is part of Lazada’s efforts to support and provide brands with unique opportunities to showcase their products and reach out to customers to build loyalty. This partnership promises to create a superior and sustainable e-commerce ecosystem, thereby providing consumers with an optimal shopping experience on Lazada.