Lazada is Southeast Asia’s leading e-commerce platform with the largest assortment of products and services. As an e-commerce giant, big data is crucial to the brand’s business and in creating top of mind awareness. Data can tell the brand the most searched products and services, trending items, and it can even write them a hit jingle as demonstrated in this campaign via Publicis JimenezBasic Philippines.
Using daily consumer data, the brand was able to mine through over 90 million items and services to discover the most searched items and services, the most bought items, and even the items and services most Filipinos assume could not be purchased on the Lazada platform.
The items and services were simply listed down and set to music to create “Nasa Lazada ‘Yan” (That’s in Lazada), a hit song that was simply a list of all things that were mined during the data analysis.
With the lyrics written by data, it needed a tune that was also determined through data. The genre and instrumentation used for the jingle were picked based on the top trending and most played songs in the Philippines.
Data mined via search engine and local social media trends then pointed the agency to YouTube sensation Mimiyuuuh and breakout pop band SB19.