June APAC advertiser of the month: Lazada

Lazada has topped the charts for advertising awareness growth in Singapore this June, as per YouGov BrandIndex data. The e-commerce giant saw its advertising awareness climb by more than eight percentage points over a span of four weeks.

The boost follows a recent multi-channel campaign that integrated digital and on-ground activations at a movie theatre event attended by key influencers and the press. Featuring a compelling storyline where an audience member interacts directly with an on-screen character, the ad highlighted Lazada's "lowest price guarantee." Clips from the event swiftly circulated on social media, amplifying its impact.

In parallel, Lazada's 6.6 Super Wow sale earlier in the month offered enticing deals to online shoppers, further bolstering its market presence.

According to YouGov BrandIndex, Lazada's ad awareness score surged from 31.8% on May 26 to a peak of 40.3% by June 22. Ad awareness measures the percentage of individuals exposed to a brand's advertisement within the previous two weeks.

Meanwhile, Lalamove and Grab also saw notable increases in ad awareness, with Lalamove rising by 7.6 points and Grab by 7.5 points during the same period.

Methodology: A brand’s ad awareness score is based on the question: “Which of the following consumer brands have you seen an advertisement for in the past two weeks?” (% yes). Data from surveys of adults aged 18 years and above residing in Singapore from May 26 to June 24 2024. Ad Awareness scores are based on a four-week moving average. The change in scores for each brand is calculated by taking the difference between the highest and lowest scoring days within the period.