By THE NATION
Held for a second time after its successful debut last year, the 24-hour shopping event – dubbed “Shine for Child” – will donate 10 per cent of total revenue from all Unilever products sold on Lazada to support social causes specifically those related to child empowerment.
This is the only event in Lazada’s annual calendar that allows users to give back to society, and will be rolled out across the region, including Thailand, Indonesia, Philippines, Malaysia and Vietnam.
Apichat Saligupta, vice president for customer development at Unilever Thai Trading, said: “Unilever puts sustainable living at the heart of everything it does, including our brands and products, innovations and partnerships. Shop2Give is about extending this spirit to Southeast Asian consumers, by giving them a platform to give back when shopping for their favourite household products online. Partnering with Lazada provides us with the opportunity to make sustainable living common place and enhance the lives of children.”
Brands participating in the campaign include Dove, Love Beauty and Planet, and Vaseline. From midnight on August 21, Unilever’s LazMall brand page will begin displaying children’s drawings to bring focus to the beneficiaries of the featured cause. A donation will be made to UNICEF for every purchase of Unilever products made during this 24-hour period.
“We are excited to work with like-minded partners like Unilever and will provide the brand an avenue to connect with consumers across Thailand. Beyond reinforcing the strong collaboration between Lazada and Unilever, this initiative will also reinforce Lazada’s aim to become a lifestyle destination that also provides meaningful experiences to both sellers and shoppers,” Lazada’s chief marketing officer Thanida Suiwatana said.
Shop2Give Super Brand Day debuted last year and won the Best Marketing Innovation Award for having a positive impact on the lives of more than 100,000 people. It was also acknowledged for the use of advanced technology like data and analytics, as well as real-time tracking and gamification to raise engagement with shoppers.
This initiative is part of the Unilever Sustainable Living Plan (USLP) launched in 2010, which aims to create sustainable growth through Unilever’s purpose-led brands, cut business costs, reduce risks and help build trust.
Shoppers can enjoy up to 40 per cent discounts on Unilever products and participate in Shine for Child activities on the Lazada website on August 21. This time, Lazada will introduce innovate customer engagement tools like LazGame, which will allow shoppers to collect coins to redeem special prizes from Unilever. Shoppers will be able to enjoy a Selfie Challenge via Lazada’s Live Chat function to get customised pictures of themselves and collect special vouchers.