The Brief
By 2020, Lazada was already a mature e‑commerce marketplace in Malaysia — well past the stage of needing broad awareness campaigns. Its goal had shifted from “get known” to “go deeper”: strengthening the relationship with existing followers and reaching influencers' audiences with more specific, useful content. Raya was the perfect occasion to do that by connecting the platform to a concrete use case — festive cooking — and positioning Lazada as a source for Raya ingredients, not just general shopping.
The Approach
Reflecting that maturity, the content was deliberately specific rather than awareness‑led. SushiVid worked with 10 mid‑tier to macro influencers to cook and showcase Raya recipes using ingredients sourced directly from Lazada, tying the platform naturally into festive meal prep. Where a younger, challenger brand chases reach and hype, an established one like Lazada could afford to deepen engagement with richer, more purposeful content that gave followers a real reason to watch.
The Execution
Each creator built a Raya recipe around ingredients bought on Lazada, turning the shopping catalogue into the starting point of a genuinely useful cooking video. The mid‑tier‑to‑macro roster gave the content meaningful reach while keeping it credible and content‑rich — matching the depth‑over‑breadth intent.
The Results
The cooking‑led format reached 1.1 million people and generated 1.4 million views, connecting Lazada to the Raya season in a genuinely useful way — engagement built on content people actually wanted, rather than a straightforward promotional push.
The Takeaway
As a marketplace matures, its influencer strategy should mature with it. Lazada no longer needed awareness; it needed depth — so the work moved from broad hype to specific, useful content that tied the platform to a real seasonal moment. The lesson: match the content ambition to the brand's stage. For an established platform, connecting to a concrete use case like festive cooking, and giving audiences something genuinely useful, is what deepens the relationship.