Lazada's Hit Jingle

The brand jingle that wrote itself

The goal was to establish Lazada as the top e-commerce brand in the Philippines and to remind Filipinos that we offer everything they need. Through the utilization of big data, we have successfully identified the most frequently searched and purchased items on the platform. These items were compiled into a catchy jingle titled "Nasa Lazada 'Yan", which has become a popular local slang phrase.

Who else can sing the data-written tune? Data mined via search engine and local social media trends pointed us to YouTube sensation Mimiyuuuh and breakout pop band SB19.

Using data analysis, the brand sifted through a whopping 90 million items and services to uncover the most popular ones, including those that many Filipinos thought were unavailable on Lazada. The lyrics were generated by data, and the genre and instrumentation were chosen based on the most popular songs in the Philippines.

Vloggers reaction videos on Youtube

Memes using the jingle shared on social media

The latest trend was embraced by the entertainment industry and even incorporated by media channels.

RESULT

1 million views in 24 hours

Over 70 million total views across all platforms

+19% increase in app visitors

+26% daily active buyers

+28% sales value

RECOGNITION

Asia Pacific Tambuli Awards
Bronze in Creative Technology
Finalist in Best Use of Data & Insight

Boomerang Awards
Silver in Tech Innovation: Data
Bronze in Campaign Effectiveness
Finalist in Tech Innovation: Commerce

ADSTARS
Finalist in Social & Influencer (Brand Storytelling)
Finalist in Data Insights (Data Storytelling)

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