See how Zalora's 24-hour online ad campaign boosts Singapore's music scene

It collaborated with local singer-songwriters.

ZALORA kicks off 2014 by collaborating with well-loved local singer-songwriters Nathan Hartono, Cilla Chan, Sezairi and Ming Bridges, on a brand campaign titled ‘ZALORA Loves Local’.

The campaign, which launched on 16th January with a YouTube masthead space showcasing these artists, will be run across the online store with a main ‘shop-in-shop’ that describes the collaboration and the campaign, with curated landing pages that highlight the talents as well as the styles of each musician.

‘ZALORA Loves Local’ will also be supported across all of the e-tailer’s marketing channels such as social media, search, and direct marketing (newsletters, mobile, etc).

For 24 hours, everyone in Singapore visiting the YouTube homepage on any device will see a masthead featuring a ZALORA-styled shoot of the four musicians dressed in ZALORA outfits. The flash-animated masthead will include shout-outs on each artist, to provide exposure for their talents.

Users can then click through to the ZALORA homepage to see the campaign ‘shop-in-shop’ where they can view exclusive content on the ZALORA Loves Local shoot, alongside ‘in-store’ musical performances by each artist.

“Both the worlds of music and fashion are all about expression, so the lines between the two are often blurred,” says Dione Song, Marketing Director, ZALORA Singapore.

“This latest campaign aims to take a step further to combine music and fashion by leveraging ZALORA’s strength in fashion retail, to provide the support and attention that our local music scene very much deserves.”

Singapore Business Review caught up with ZALORA to know more about the ‘ZALORA Loves Local’ campaign.

SBR: Please describe the campaign (Who was it for, what is the client's objective in the campaign, who are the target audience).

ZALORA Loves Local is a brand campaign in support of the local scene, in this case, Singapore's music scene.
As a fashion e-tailer, we recognize the synergy between fashion and music, which are often very much intertwined given that they are both all about expression.

For this campaign, we wanted to take it a step further by collaborating with local music icons, and provide them with a platform to really showcase their talent. By supporting this on all our online digital properties, i.e., website, social media, newsletters, we hope to give these four local artists, and the local music scene, full exposure from ZALORA.

We are aiming to reach out to the local masses for this campaign, and in particular music lovers. By taking a very localized approach with this campaign, we want to speak to our young Singaporean community, who will hopefully understand and relate with the campaign.

SBR: How did you come up with the concept of the campaign?

For 2014, we were planning on having a consistent theme for all our major campaigns. Since localization is one of our key value propositions that sets us apart from a lot of our competitors, we thought that it would be a good angle to keep for our branding/campaign initiatives. With "ZALORA Loves Local," we're able to collaborate and show our support for the local scene as a whole - something we can and want to consistently do throughout the year.

SBR: Please explain the concept.

This campaign will run for a day (16 January) on the YouTube masthead across all devices in Singapore, and for a month on our home-page, and may last until end of February.

SBR: What were your expected reactions from the audience when the campaign went into public?

We expect this campaign to resonate particularly well with our shoppers, who are mainly 18 – 35 year olds – students and professionals alike who are very trendy, digitally-savvy and into the popular music culture.

Given the local slant of this campaign, we also expect to help inspire support for local music, to bring it further into the mainstream, and to form a deeper association of music with fashion for the local scene as well.