m/SIX and ZALORA: A partnership to thrive in challenging times

ZALORA and m/Six are working closely together to seize an opportunity unique to the current times, to widen the customer base for ZALORA by running a contactless experience campaign for both Malaysia and Singapore. This is the agency’s first campaign with ZALORA after winning this much coveted account in July 2020.

“We are thrilled to partner with ZALORA and to have the opportunity to draw on our ever expanding e-commerce practice with the leader in the e-commerce fashion space. I am really proud of the team. The challenges of working remotely with the team in the unprecedented times of Covid-19 notwithstanding, we managed to pull through and present a compelling reason for ZALORA to work with us”, Sheila Shanmugam, Managing Director of m/Six Malaysia.

To execute the contactless campaign, m/Six studied the changes in the consumer’s online shopping behavior, and identified those who shifted from offline to online shopping. ZALORA’s campaign was created to cater specifically to this new emerging segment and the main goal of this campaign is to capture the ‘new to online shoppers’ audience as they are now more inclined to making online purchases.

The main driver for this campaign was to penetrate the consumer’s psyche and frame ZALORA as their top of mind brand for everyday fashion.

“By understanding the psyche, the planning team recognized that the ‘self-reward’ behavior by consumers usually occur in the 1st and 4th week as shoppers would reward themselves after receiving their pay and will splurge especially on double digit day deals,” the agency said in a statement.

The campaign is currently running and is expected to end on December 2020 for both Malaysia and Singapore market.

(Photo credit: 123RF)

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