The Brief
Lazada's flagship 11.11 Shopping Festival is anchored by its Supershow — a star‑studded concert event. But an event, however big, is limited to the people in the room on the night. Lazada wanted the Supershow Concert's energy to reach far beyond the live audience and carry across the whole 11.11 campaign period.
The Approach
SushiVid brought in a mix of mid‑tier to alpha influencers to document the Supershow Concert experience live — capturing the moments, the performances and the atmosphere from a creator's point of view. The tiered roster balanced broad reach with high‑impact star power, turning a single night into a stream of social content.
The Execution
Creators posted from inside the experience as it happened, then continued sharing across the campaign window, so the concert lived on long after the final act. Seeing the event through many trusted, relatable lenses made it feel accessible to audiences who weren't there — and gave the festival a human, in‑the‑moment texture that a broadcast alone couldn't.
The Results
The campaign reached 6 million people with an 11.38% engagement rate — extending the Supershow Concert's impact well past the night of the event, and turning a one‑off spectacle into sustained 11.11 momentum.
The Takeaway
A big event is content waiting to be multiplied. Rather than let a concert end when the lights go up, creators can stretch it across a whole campaign and carry it to millions who never attended. The lesson: use influencers to extend an event's life and reach — the moment is the raw material, and social is where it keeps paying off.