How Shopee Transformed Campaign Management to Drive Results

The Southeast Asian e-commerce giant scales processes with a data-first workflow

Shopee is the leading e-commerce platform in Southeast Asia. App Annie ranked Shopee the #1 shopping app in the region by downloads, monthly active users, and time spent in-app on Android for the whole of 2019.

Shopee has managed to drive outstanding results and hit their main KPIs. How? With an end-to-end workflow from content creation to execution and reporting.

While other online commerce platforms typically give the impression of more hard-sell business, Shopee runs things differently. They put their audience engagement at the center of their strategy. This approach allows them to stand out in the industry and build unique customer relationships.

“The nature of social media makes it possible for us to feature a more ‘soft-sell’ approach when it comes to promoting brands and campaigns. This also effectively helps to drive engagement and build tight-knit communities,” said Huiyan Pan, Regional Marketing Lead.

A Systematized Approach to Content Management Works Wonders

Shopee runs multiple campaigns on different social platforms in different regions. Before, working without all activities and data gathered under one roof posed a significant challenge to their social media team. 

With several local markets under Shopee’s umbrella and usage of multiple social media platforms, it quickly became clear that we needed a platform that could help consolidate all the content and their performance in one place. Socialbakers made it convenient and possible for us to take a systematized approach when looking at different markets.

Huiyan Pan, Regional Marketing Lead, Shopee

By establishing their entire content management workflow in Socialbakers, Shopee has not only improved operational efficiency and performance measurement, but also heavily influenced the number of conversions in the process.

Drilling Down to Success Factors Tunes Out The Noise

Shopee’s large social media presence requires a reliable platform for effective cross-channel analysis.

“Before working with Socialbakers, we experienced some issues when conducting content performance analysis simply due to the huge amount of data we have,” said Huiyan Pan.

To drive outstanding results, they had to digest and learn from data quickly and optimize their strategy – practically in real-time. This made Socialbakers centralized Content Hub, automated content labeling, and personalized dashboards crucial touchpoints for Shopee’s daily workflow. 

By effectively using Socialbakers’ labeling function, we were able to organize the information to extract only what we need. Additionally, we also leveraged on the content type dashboards and customized widgets to get a quick top-line understanding of content performance. This streamlined and sped up the entire working process, saving us valuable time.

Huiyan Pan, Regional Marketing Lead, Shopee

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