Lazada has signed multifaceted personality, entrepreneur and artiste, Michelle Chong, as Singapore’s first local ambassador for Lazada.
The ambassadorship will tap on Michelle Chong’s versatility in personifying vastly different yet relatable alter egos that connect with various audience demographics and will introduce her three popular characters across upcoming key campaigns in Singapore, starting with Lazada’s 9th birthday celebration that kicks off on 27 March.
The collaboration is part of Lazada’s continued strategy to engage more with younger shoppers, and will span across seven months until September, culminating in the 9.9 Big Sale.
The three popular characters, Ah Lian, Chiang Ying Wen, and Sonia, whom local audiences are familiar with, aim to connect with all consumers on the platform, from households in Singapore to young millennials and Gen Z shoppers, who shop for authentic and quality goods from trusted brands on LazMall and depend on RedMart for their daily essentials.
The engagement activities will cover various touchpoints, including radio and television broadcast, outdoor media, social media platforms on Lazada Singapore and Michelle Chong’s own platforms, as well as Lazada’s leading livestreaming channel, LazLive.