Analyzing the Baby Shark campaign of Shopee PDF

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Analyzing the Baby Shark campaign of Shopee...

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"Together with Shopee Pi Pi Pi Pi ...", are you still in the head of Bao Anh - Tien Dung couple's song? If so, you are one of millions of customers who have been seduced by Shopee with this effective viral advertising campaign. Indeed, according to the new ranking of iPrice comparison company, in the last quarter, Shopee trading floor has for the first time reached the highest average number of website visits in the country. Shopee took a big leap when their website visits increased by more than 30%, taking them from the third to the top. Notably, this trend has not only appeared in Vietnam but according to iPrice, Shopee is growing well in website visits throughout Southeast Asia. In Malaysia, Indonesia, the Philippines and Thailand, their visits have increased while many competitors have declined. This is definitely thanks to a small part of the Baby Shark campaign being used by Shopee across the region. So what factors have made this campaign successful?

Apply all over Southeast Asia Indonesia and Thailand are the first markets selected by Shopee to start this campaign. Following that, Shopee's addictive campaign was introduced in turn to Vietnam, Malaysia, the Philippines and Singapore. In each country, although there are some changes to localize, the general motif is still preserved by Shopee: still the Baby Shark song and the cute dance performed by two famous characters. And no matter which country, TVC's Shopee is viral. In Indonesia, the Shopee Shark video reached 83 million views, while in Vietnam and Thailand, this number was approximately 50 million. Even in Singapore, where Shopee just started a campaign a week ago, this TVC immediately caught the attention, becoming a topic of discussion for the online community and the press. Short, ears Having such international success, thanks to Shopee has adopted a perfect general formula: Baby Shark song. This song was originally a children's song that had been viral before, now it is cleverly inserted into Shopee's brand. Choosing a children's song is also a smart decision: children's music is often short, catchy but easy to be attached, is the perfect formula for viral campaigns. Along with that, the name Shopee repeated throughout the lesson also increases awareness of the brand and makes it easy for consumers to associate with Shopee whenever they hear the melody of the song.

Remember last year, the retail market also had another very successful campaign, the song of Dien May Xanh. At that time, I kept referring to electronics, and people thought of Green Machine. Although it has not reached such a level of success, it can be seen that Shopee also wants to apply this viral formula to keep mentioning shopping as customers will remember Shopee. Controversial One point worth noting is that although viral but not everyone receives Shopee's songs in a positive way. Specifically, the video has the appearance of Bao Anh - Tien Dung although gaining 33 thousand likes on YouTube but also has 14 thousand dislike turns. Strolling through the comments will also see mixed opinions. In it, there are many comments criticizing the content of the clip while complaining about the "haunting" melody of the song. But it was the controversy that made the Shopee campaign stand out even more. Specifically, according to data from Google Trends, within 1 month after this ad appeared in Vietnam, the keyword "Shopee advertising" was searched more than 3 times. Even those who complained on YouTube confessed that they had to find this video because it was too curious. Another good thing about this campaign is that the Shopee ads are very short, only 30 seconds, so even if they are "obsessed", it doesn't cause too much trouble for viewers. Use celebrities Shopee was very quick to invite Bao Anh and Tien Dung for their video clips in Vietnam. These are two relatively "influencers" influencer characters, without scandal but very prominent at the moment: Tien Dung with the success of the Olympic team and Bao Anh with music hits. Especially different from the names that are familiar to audiences such as Son Tung, Tran Thanh, Dong Nhi ... Tien Dung and Bao Anh participate in relatively small commercials so their appearance in the video of Shopee will causing more attention. Shopee is also very knowledgeable about rumors in the online community about the couple's emotional relationship to create stories, causing spillover effects. Conclusion The success of Shopee as well as that of Dien May Xanh earlier clearly shows that in order to run an effective viral campaign, you do not necessarily have to have very

complex and soaring ideas that are still important to have. Private press and true insights viewers....