In 2020 in Singapore, consumers increased their online shopping, with seven out of ten people buying their food products online. Thus, e-commerce platforms have become the best way to reach consumers.
With this in mind, Sopexa has partnered with Redmart (Lazada Group), Singapore’s leading online supermarket, for its clients the European Milk Forum (EMF) and the CNIEL, as part of the “Europe, Home of Cheese – Rendez-vous with the cheeses from France” campaign. Redmart has the largest range of cheeses in the city, making it the ideal channel to increase product awareness and purchase in the context of the global pandemic. Redmart is accessible through many channels offered by the Lazada Group, the largest e-commerce site in Singapore. Consumers can access their shopping channels through the brand’s app and website.
Among the online-store activations of the “Europe, Home of Cheese – Rendez-vous with the cheeses from France” campaign is a livestream hosted by Singapore’s very own KOL @ieatishootipost broadcast on the Lazada app. During the livestream the diversity of European cheeses was demonstrated through 11 products from different families. Moreover, their specificities as well as cheese and local food pairings were detailed.
In addition, a web banner was set up on the partner’s website to reach cheese lovers during the end of the year period.
In addition, due to travel restriction related to Covid-19, the Singaporean population used to travel during this period stayed in the country, thus positively impacting the consumption of holiday products.
The operation was a success, with the number of shoppers reached exceeding the initial objectives. The web banner reached 24,000 consumers in one month. The interactive live session engaged 1,500 viewers generating 1,620 comments and 5,460 likes.