Overview
Having enjoyed success with regional ambassador campaigns, Shopee, the south east Asian ecommerce business, worked with SportQuake to make a unique marketing move that would distinguish their key sales period, partnering with Cristiano Ronaldo to drive exposure online and turbocharge sales.
The Challenge
Ahead of their key Q3/Q4 2019 sales period, Shopee had set ambitious sales targets, aiming to achieve their most successful year ever. Having previously worked with local football and entertainment ambassadors, the brand now wanted to partner with a global sporting icon to lead an unforgettable marketing campaign that would accelerate sales across all their key regions.
The Solution
Following an extensive analysis of previous ecommerce activity in football, SportQuake worked with Shopee to develop an Ambassador sponsorship strategy with global icon Cristiano Ronaldo for four key reasons:
Instant Brand Awareness – Combining Ronaldo’s star power with the iconic ‘Go Shopee’ dance would create a ‘must see’ social moment that would be organically shared worldwide.
Social First Approach – Shopee could own the moment through a co-ordinated brand/player social media campaign, leveraging Ronaldo’s 400m+ social following and pan-regional appeal.
‘CR7’ Product Integration – Integrating Cristiano Ronaldo’s personal product range, CR7, on to the Shopee store would increase their offering and create unique revenue generation opportunities.
Multi-channel Campaign Longevity – SportQuake helped Shopee to negotiate a bespoke set of rights that would maintain awareness throughout the brand’s key Q3 / Q4 sales period including a TVC appearance, ‘Live-Stream’ appearance & multiple player social posts.
The Result
Launched in August 2019, the campaign was an instant success, achieving viral fame on social media. With the help of Ronaldo, Shopee achieved record-breaking sales during the 9.9 shopping period and final quarter of the year, with a 182% Q4 sales increase.
Huiyan Pan, Head of Marketing, Shopee on Working With SportQuake
Find Out More
To find out more about Shopee’s partnership with Cristiano Ronaldo, contact Pat McColgan at [email protected]
