The Brief
Alongside its Raya cooking campaign, Lazada had a second, platform‑specific goal: to build its presence on TikTok. In 2020, TikTok was still a relatively new platform for a marketplace like Lazada, so this was as much about establishing a foothold — an owned following and real participation — as it was about reach. The vehicle was a Raya contest on TikTok, which meant the campaign had to do the harder thing: not just be seen, but get people to actively take part.
The Approach
Because the aim was to make a strong entrance on a new platform, the strategy went big. SushiVid brought in 10 macro and alpha‑tier influencers — the top of the creator pyramid — specifically to create as large an impact as possible, fast. On an established platform you might optimise for niche fit; when you're planting a flag on a new one, scale and star power are what get a brand noticed and a contest off the ground.
The Execution
The macro and alpha roster promoted the contest mechanics and drove followers to take part directly on TikTok, using their reach to seed participation quickly and pull Lazada's new TikTok presence into the spotlight. Running in tandem with the cooking campaign, it gave Lazada both depth (useful recipe content) and breadth (a high‑impact platform launch) across the same Raya window.
The Results
The campaign reached 946,000 people and generated 1.1 million views, while growing Lazada's TikTok following over the period — turning a big‑splash entrance into a real, owned audience the brand could keep building on.
The Takeaway
Match the creator tier to the mission. Where a niche platform play rewards small, well‑matched creators, launching hard on a new platform rewards scale: alpha and macro influencers create the impact that gets a brand noticed and a contest moving. The lesson from Lazada's TikTok push is that when the goal is to make an entrance, go big — and use a participation mechanic like a contest to convert that reach into a following you own.