The Playbook: Shopee | S1E2
How Shopee infiltrated the psyche of the masses
Shopee’s ads, which played to the tune of the infamous Baby Shark song, were faced with mockery and derision when they were released.
But the Southeast Asian ecommerce giant was onto something. It knew that the trick to smart advertising didn’t lie in the frills or in having a sleek and expensive image. It understood that the secret was building a brand ideology that was crudely simple, consistent, extremely invasive, and unforgettable – even if it meant that people thought they hated it.
In this episode of The Playbook, music and brand experts discuss just how effective and thoughtful Shopee’s advertising and branding tactics were despite how garish they seemed.
Watch the rest of The Playbook: Shopee series:
* Episode 1: How Shopee made its bid for SEA’s ecommerce crown
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The Playbook: Shopee
The Playbook: Shopee is a series that breaks down how the Singapore-headquartered online shopping platform rose to dominance, detailing the tactics it used in its journey to weed out competitors and become Southeast Asia’s top ecommerce player within five short years.
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Get latest insights with smoother, more personalized experience through TIA mobile app.
