Lazada Woos Young Singaporeans With SGAG Branded Content Play

SGAG, the Singaporean spin-off of humorous digital media platform 9GAG, has partnered Lazada to provide weekly shoppertainment experience for shoppers in Singapore across Q1 2021.

The branded content campaign called  “KTHXBUY”, a play on SGAG’s catchline “KTHXBYE”, and fuses retail and entertainment for millenials and Gen Z consumers.

The partnership will bank on Hempil Media Group-owned SGAG’s pool of digital offerings – from live shows, to social content, cast engagement, and research panel evaluations – to provide an integrated digital offering and fuel maximum coverage for Alibaba-owned Lazada.

Running for three months, it will see SGAG featuring distinctive, curated personalities in the weekly KTHXBUY episodes on Lazada’s Weekly Bazaar LazLive sessions to raise the entertainment level for consumers.

The livestream sessions will be hosted by SGAG cast members Maddy and Zina, alongside a weekly special guest. It will give the audience the opportunity to tune in to watch the cast perform, engage and entertain, while grabbing the shopping deals that will come their way.

Besides the weekly livestream show, SGAG and Lazada will also feature gamified content on the Instagram and TikTok platforms of SGAG and other participating influencers. This series of content will provide voucher codes for shoppers which can be applied and redeemed directly on the Lazada app.

The content created will be aligned to the latest online trending topics as it will offer greater relevance to the clued up target audience the two Singaporean based brands are attempting to engage.

Following the deal, Shannon Sia, head of partnerships at Lazada Singapore, highlighted the partnership is a natural fit that plays to the strengths of both SGAG and Lazada, as they share a common desire to connect with millennial and Gen Z consumers in trendsetting ways. 

“Young millennials make up a significant pool of shoppers on Lazada. They are early adopters who are tech-savvy and spend a lot of time researching a product and brand before making a purchase.”

“As SGAG has a wide reach and strong engagement with millennials and Gen Z audiences, we hope the partnership will strengthen consumer relationships, and close the loop on conversions through the KTHXBUY Weekly Bazaar and Lazlive sessions.”

In the past year,  Lazada as well as ecommerce competitor Shopee have been  investing in the branded content landscape, particularly livestreaming shoppertainment, which allows brands to tap on more real-time and active consumption patterns from younger audiences. Prior to its latest play,  Lazada had worked with Singapore’s biggest broadcaster Mediacorp.