The Brief
Shopee's Raya campaign called for a different playbook from a double‑digit sale day. Where an 8.8 or 11.11 is a short, sharp burst, Raya is a festive season — a longer, mood‑driven shopping window where relevance matters as much as urgency. Shoppers browse over weeks for festive fashion, food, homeware and gifts, so Shopee needed sustained hype across the whole period, not a single‑day spike, with content that felt genuinely tied to the occasion. There were real competitive stakes, too: at the time Shopee was the underdog challenging Lazada's lead in Malaysian e‑commerce, and Raya was a key battleground to close the gap.
The Approach
The strategy matched the season's shape. Rather than concentrating firepower on one date, SushiVid coordinated over 100 influencers to seed content both before and after the core campaign period — building anticipation in the lead‑up and keeping momentum alive afterwards. And because Raya is about the festivity itself, the content leaned into festive, relatable products across categories — fashion, food and everything people associate with the celebration — so the promotions felt like part of the season rather than an interruption to it.
The Execution
With 100+ creators seeding pre‑ and post‑campaign content across social channels, the campaign spread momentum broadly rather than betting it all on one moment. Each creator tied Shopee's Raya deals to genuinely festive, relatable products, keeping the content on‑theme and on‑occasion throughout the window. This was a pre‑platform era, too — a roster this size was coordinated entirely on spreadsheets, painstaking work that made the scale of the effort very real.
The Results
The sustained approach delivered 745,000 in reach and 744,000 views across the Raya period — a broad, steady presence that carried through the whole festive season rather than flaring and fading on a single day.
The Takeaway
Festive commerce runs on a different rhythm from a flash sale. A double‑digit sale rewards a burst; a festive season rewards sustained, relevant presence. The lesson from Shopee Raya was to match the campaign's shape to the occasion — seeding content across the full window and anchoring it in genuinely festive products — so the brand stays top of mind for as long as people are shopping for the celebration. It was formative for us in another way, too: running high‑volume, short‑burst campaigns like this by hand — 100+ influencers managed on spreadsheets — is exactly what convinced SushiVid to build the campaign platform we run today, purpose‑made for coordinating many creators at once.