Shopee
unveils that Malaysian celebrity-and influencer-owned brands are gaining
greater visibility in an increasingly saturated e-commerce landscape, in its
latest ‘Shopee Super Awards 2022 Milestones’* study. The platform drives
Malaysia’s creative economy by supporting local talents to scale their
businesses and grow together with technology. Reviewing the past year’s
performance, the study found that celebrity-and influencer-owned brands on
Shopee had a 59% year-on-year growth in revenue from October 2021 to September
2022 compared to the year before.
Shopee
Celebrity Squad was launched in 2018 creating a dedicated space with 97 brands
for consumers to access celebrity-and influencer-owned products. Notable
members include Dato' Sri Siti Nurhaliza, Neelofa, and Zoey Rahman, among
others. These brands bring Malaysians more product choices through active
livestream sessions, exclusive product launches, participation in Shopee’s Big
Campaigns, and curating authentic, quality local goods for their
audiences.
Shopee
Celebrity Squad sellers actively engage with their viewers on livestream
by offering interactive content, bringing a more personal touch for their
audience. Sellers that conduct livestream sessions had over 166,000
cumulative unique viewers joining the sessions and over 20,000 peak continuous
users watching the stream at any one point of time, over the past year.
Sellers create fun content, play games and quizzes, and casually chat with
their audiences to foster relationships. Viewers feel closer to the celebrities
and influencers that they admire when these local talents bond with them
through the livestreams.
Shopee
hosts weekly exclusive launches for Shopee Celebrity Squad brands every
Sunday, where the celebrities and influencers have a dedicated platform to
showcase their new store or latest product to new and existing audiences.
Through these launches, buyers feel excited to be one of the first to know
about and purchase their favourite personality’s new releases on the microsite
and receive better brand experiences when tuning into their live streams. These
brands also saw 55% year-on-year growth in orders as a testament to
their efforts.
Kenneth
Soh, Head of Marketing Campaigns at Shopee Malaysia said, “As the retail sector opens up
with the loosening of the pandemic restrictions, Shopee’s community of local
celebrities and influencers have innovated their marketing tactics using
technology to reach their audiences online. Shopee Celebrity Squad brands have
about 80% Big Campaign participation rate throughout the year in their
commitment to strengthen their online presence. It is estimated that 1 in 4
users claim vouchers with these brands during Big Campaigns. We hope
to continuously empower our Shopee Celebrity Squad by connecting them to new
users in Shopee’s growing and highly-engaged online community.”
Celebrity-and
influencer-owned brands bring value, accessibility and convenience with authentic,
quality local products on the platform. These sellers meet their audience’s
lifestyle needs, from locally branded beauty essentials to affordable and
specially crafted grocery items. Shopee Celebrity Squad brands, which offer
proudly Malaysian-made products, saw a 54% year-on-year growth in gross
merchandise value as they understand their audiences’ purchasing values.
Consumers enjoy supporting their favourite local brands by making thoughtful
purchases aligned with their needs.
Zoey
Rahman, Shopee Celebrity Squad member and owner of MIKASERIES said, “There are many features I
use to market my products on the platform, such as Shopee Live where I do daily
livestreams, sometimes up to 3 times a day! When I participate in Big
Campaigns, I realise that my exposure to new audiences and sales growth has
also increased. Shopee’s networking events have also helped me to learn from
other Shopee Celebrity Squad members and their growth strategies. In the
future, MIKASERIES will be producing more high quality locally-made cosmetics
that are comparable to international brands.”
The
platform continuously encourages Shopee Celebrity Squad sellers to innovate and
produce new brand experiences for their buyers through various in-app
functions. Shopee will be recognising and celebrating the best and brightest
Shopee Celebrity Squad members of 2022 at the upcoming Shopee Super Awards on
15 December.
1. Research Methodology*
The 2022 “Shopee Super Awards
Milestone” study was conducted by Shopee Marketplace, taking research data from
October 2020-September 2021 and
October 2021-September 2022.
2. Look
for your favourite celebrities and influencers on Shopee Celebrity Squad here: https://shopee.com.my/m/Shopee-Celebrity-Squad
3. For
more information on Shopee Super Awards and how to vote for your favourite
sellers, brands, and talents here: https://shopee.com.my/m/shopeesuperawards2022.
Voting period ends on 30 November.
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