Felipe Piringer also spoke about the actions of e-commerce on the networks: ‘We use simple, direct language and lots of memes’
Exploring the happy brand personality and advertising campaigns with celebrities like Xuxa, Shopee seeks hot topics to keep its community connected, without losing the promotional aspect in communication.
In this way, we participate in cultural habits, reach audiences of different ages and show how easy, safe and fun the shopping experience in the digital environment can be, says Felipe Piringer, head of marketing at Shopee Brasil.
With an aggressive pricing and discount strategy, the platform based in Singapore landed in Brazil in 2019 and already has two million sellers on the marketplace.
Shopee is now one of the most successful e-commerce companies in Brazil. What is behind this growth?
Since we established our operation in the country, we have been keen to understand the needs of our local communities. We evaluated how we can apply our global experience to help small and medium-sized companies in Brazil to benefit from the growth of the digital economy, scale sales of big brands and connect these businesses to thousands of consumers. We make buying and selling accessible to everyone and we want to develop this e-commerce ecosystem even further in the country. In addition, we are an app-first platform, with more than 95% of orders being placed by smartphones, which also makes the experience easier and more convenient. We also bring a fun shopping proposal, our users have Shopee games available (prizes and rewards). These are interactive games that allow consumers to accumulate Shopee Coins to use as cashback or in the games themselves. Other differentials of our marketplace are the benefits we offer for consumers to save on purchases, such as lightning offers, free shipping coupons and discounts. In addition, we have the Official Shopee, a section dedicated to major brands such as Ambev, Playstation, Po de Acar, Nestl, Fast Shop and more than 400 other stores.
The brand is also seen as a digital marketing case. How did they manage this in such a short time?
We have a hyperlocalized strategy. In addition, we take into account our happy, simple and social personality for the content we make on different channels such as Instagram, TikTok, Facebook, Twitter and Kwai, as well as media on major portals. We use simple and direct language, lots of memes, hot topics, content projects with creators, but without losing the promotional point of view and keeping our followers up to date with in-app purchase opportunities. Today, our main focus is to keep the community built around the brand very close to us, so that we will always be remembered by consumers. In addition, we are connected in the preference, style and reference of what Brazilians consume. We invested in advertising campaigns with local artists such as Larissa Manoela, Bares da Pisadinha and, recently, Xuxa, with jingles that were adaptations of popularly known songs. In this way, we participate in cultural habits, reach audiences of different ages and show how easy, safe and fun the shopping experience in the digital environment can be.
Which advertising agency serves the brand and what are the main marketing actions carried out?
We work with the agency We, in the purchase of offline media. But for all other fronts, we have an internal team that designs and executes campaigns and actions, whether online or offline. Internalizing these productions and campaign concepts allows us to customize content and strategies, bringing Shopee closer to consumers. Creating connection and identification with the brand while meeting the needs of our users in the different channels we are present.
In which media does the platform advertise and what is the tagline?
In general, we have a range of media channels, involving both online and offline, but always based on specific metrics within the objective of each one of them. Our tagline Come to the app.
Is there any publicity campaign on the air or launch forecast?
For strategic reasons, we do not comment on actions or initiatives for the future, but our campaigns are designed with the aim of reverberating Shopee’s attributes of easy, fun and safe shopping for users. This year, we’re going to stay connected to our consumers and sellers and we’re going to keep the Shopee Days each month, usually double dates, where we concentrate even more benefits for consumers. In addition to working with big names already known in local retail, through commercials and merchandising as content strategies on TVs and on our social networks. Another front that we will continue to innovate is Shopee Lives, our live broadcasts via app, with sales of products and entertainment, with the presence of guest influencers as presenters and partnerships with major brands.
What is the Brazilian consumer’s perception of the brand?
Shopee’s personality is to be happy, simple and social and we use this type of language in the content for the channels in which we communicate. Our campaigns bring fun and relaxation to the public. This is reflected in the language we use on our social networks. Another point that Brazilian consumers recognize Shopee for the economy, with all the benefits we offer and the variety of products from Brazilian and international sellers.
How does the platform get products at such competitive prices?
Shopee is a marketplace that connects consumers with sellers of all sizes. We offer several benefits to our sellers so that they can have very competitive prices and resources to leverage their sales, such as Leve Mais, Pague Menos, Lightning Deals, Seller Promotions and Coupons, Combos, Shopee Ads Freight Program and the possibility of offering gifts to consumers. With these tools, sellers increase their exposure on the platform, build customer loyalty by offering personalized benefits, helping to generate more sales.
Read the full interview in issue 2928
