Shopee’s highly-localised 11.11 videos

This article originally appeared in the Chinese blog of Momentum Works on Wechat platform, translated into English by the MW team.

While this year’s double 11 in China has become a fist fight between the major platforms amongst uncertain consumer sentiment, in Southeast Asia the atmosphere is still celebratory. 

Shopee has recently released its 11.11 promotion videos. Unlike a few years ago, Shopee did not bring in big international names such as Jackie Chan and Cristiano Ronaldo this time.

Instead, back in 2021, Shopee’s Jackie Chan ad was aired at the height of the pandemic-induced tech stock boom. Many observers were worried because  quite a number of brands in China suffered major setbacks after appointing Jack Chan as the brand ambassador. 

This omen turned out, for whatever reason, to be true. Shopee parent Sea Group’s share price plunged after December 2021, dropping as much as 90% at one point of time. Shopee also had to make painful adjustments including layoffs and exiting markets. 

This year, Shopee released different videos for different markets it operates in, catering to many of the local preferences and inviting locally-famous celebrities. The key messages, including “free shipping”, “lowest prices”, and “free returns”, were amplified. 

Moreover, Shopee had different start time and duration for the 11.11 promotion in different markets, perhaps based on the different consumption habits across markets. 

Now, let’s take a look at the differences in Shopee’s 11.11 ads across markets:

Shopee Singapore maintained its usual upbeat style with catchy tunes and repetitive lyrics, reinforcing the “Buy, buy, buy” message in viewers’ minds. 

Shopee Malaysia shares the same “Buy Buy Buy” jingle with Singapore. However, in Malaysia, Shopee invited popular local influencer Dato’ Seri Vida and artist Izzue Islam for the ad. Clearly, Malaysia’s Shopee is focusing on attracting the mainstream demographic.

Dato’ Seri Vida, who has nearly three million followers on Instagram, continues her flamboyant style in the ad, delivering a more dynamic portrayal compared to the Singapore’s version.

Shopee Brazil brought in popular American comedian Terry Crews, who starred in the well-loved show Everybody Hates Chris and movie White Chicks. Both are still hugely popular in Brazil. Terry Crews has been a brand ambassador for Shopee in that market.

Shopee Philippines ad features the famous local girl group BINI, who signed as brand ambassadors in May. Their ad stands out from the others with youthful melodies and pleasing visuals.

Unlike other markets, the Philippine sales event has the longest duration, running from October 30 to December 15, combining 11.11 and 12.12. The ad is also filled with Christmas elements. 

Shopee Vietnam collaborates with local comedian Lê Duong Bao Lam . With 6.4 million followers on Facebook and 5.6 million on TikTok, Lam is also known for his enthusiastic engagement in Shopee live commerce, even dyeing his hair “Shopee orange” during a live sale in August:
Interestingly, Vietnam’s ad uses the tune of classic Stephen Chow film A Chinese Odyssey to heighten the dramatic effect of Lam’s entrance as the “Double 11 Superhero.” It is a reflection of the popularity of the Chinese classic Journey to the West amongst Vietnamese consumers. 

Finally, Shopee Indonesia invited Dangdut (a genre of Indonesian folk music) singer and well-known actor Jirayut, a Thai-born entertainer who made his career in Indonesia. This ad is relatively straightforward, with some Indonesian viewers commenting that, unlike the innovative ads in other countries, the Indonesian ad feels underwhelming.