Zalora Refreshes Branded Content Route With NBC Universal

The series hosted by Filipino travel and fashion blogger Nicole Andersson will take a selected roster of individuals on a transformational journey through fashion, beauty and wellness, with a little help from the professionals.

In each half-hour long episode, contestants will undergo a series of challenges and be transformed by the show’s glam squad comprising of a style guru, wellness expert and beauty influencer who will lend their expertise to revamp their looks and lifestyle. The weekly show premieres on May 20 exclusively on DIVA.

The Singapore-based fashion e-tailer had previously been the presenting sponsor of NBCU’s “How Do I Look: Asia“, a similar personal makeover show which ran for 2 seasons in 2016 and 2017. The brand seemed to have picked a winner as they used the reality show platform to drive direct traffic to their ecommerce platform seamlessly via numerous touchpoints (a dedicated microsite; content hosted on their own www; Zalora-centric B-roll content hosted by Diva on their social channels etc).

That said, according to ASN data, Zalora has a mere 0.2% share (slightly over US$1.8m) for its category in the Asian sponsorship market since Q216, much of this spend is obviously skewed towards its major markets Singapore (51.1%), Malaysia and Taiwan (17.8% each). The majority of its deals tend to be in the five-figure sum but its biggest tickets have been invested on backing reality and makeover shows (Branded Content: Television platform), namely Asia Next Top Model (~US$500k) and of course How Do I Look Asia (~US$309k).

Of late, Zalora has been in the news for headhunting the CEO of India’s e-tailer Myntra (Gunjan Soni) – whose tenure started at the beginning of the year – as well as restructuring and moving some of its management to Malaysia.