Shopee PH: Shopee Payday Launch

Faced with higher growth targets, we devised a new sales initiative tailored to the local market, distinct from regional sales mandates. In the Philippines, with its unique salary structure of mid- and end-of-month payments, we saw an opportunity. Retailers already optimized for these peak dates with promotions to drive traffic. We capitalized on this habit by launching Shopee Payday Sales.

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For branding, we made the date prominent in the campaign logo to build recognition and anticipation. As Filipinos were familiar with offline payday sales, this branding eased the campaign's acceptance on our platform. The launch was a success, making the Shopee Payday Sales our most successful campaign in the Philippines, second only to the Double-Double sale. Due to its positive results, the Singapore market has also adopted this campaign and branding.

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