- The marketing partnership report summarizes the performance of Philips' marketing campaign for its Aquatouch shaver on the Lazada e-commerce platform in Indonesia, Philippines, Malaysia, Thailand and Singapore from November 19-27. - The campaign was successful in driving traffic and sales, with the highest traffic and sales occurring on days with multiple marketing activities. However, around 40% of orders were not successfully delivered. - A variety of digital marketing activities were conducted including banners, app push notifications, emails, social media posts and shops within the Lazada platform. The report concludes the first collaboration between Lazada and Philips was successful but could be improved with more preparation and process development.

1. Indonesia PhilippinesMalaysia ThailandSingapore Vietnam
MARKETING PARTNERSHIP REPORT
PHILIPS SHAVER AQUATOUCH
AT600
December 2015

2. Agenda
 Overall marketing performance
 Overall sales performance
 Detailed marketing activities
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1
Striclty confidential
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3

3. Marketing Performance
Traffic from 19Nov – 27 Nov
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• Peak trafic on Wed 25, 2554 page view. On that day, we run Zalo post,
SEM, LDN, GDN, Fb Ad & MO Cat banner.
• High-traffic when doing partnership
• Low traffic during weekend

4. Marketing Performance
Age, Gender and Location
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• 25-34 years is the largest traffic segment, matching
Philips’ target. Second target, customers age between
18-24 is also equivalent
• HCM and HN are the main payment location
• Male customers are two times more than female
customers

5. Marketing Performance
Traffic Impression
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Some traffic break-downs:
• Local Display brings that highest traffic (38,58%).
However, its revenue is low (4.73%)
• Branded bring the highest revenue (27.85%).
Second is Affiliate (27.05%)

6. Agenda
 Overall marketing performance
 Overall sales performance
 Detailed marketing activities
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1
Striclty confidential
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3

7. Sale performance
Gross Order
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0
5
10
15
20
25
30
19-Nov 20-Nov 21-Nov 22-Nov 23-Nov 24-Nov 25-Nov 26-Nov
Gross order per day
Total
• Highest sale on 24 Nov, 1 day before the day of highest traffic. 27 orders. We
did EDM, Newsletter, SEM, LDN, GDN, FB game, FB Ad and MO Cat banner on
that day
• Second highest sale on 20 Nov. We did app push, SEM, LDN, GDN, Fb Ad and
MO Cat banner on that day
• Low order during weekend

8. Sale performance
Detailed order each day
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Highlight:
• 93 gross orders but only 55 delivered, 40% non-successful rate
• 57% of “closed” order are for voucher abuse or reseller reason
• Sales on Friday 27th have a “delivered rate” of 78% wile sales on Friday
20th have “delivered rate” of 40%

9. Agenda
 Overall marketing performance
 Overall sales performance
 Detailed marketing activities
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1
Striclty confidential
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3

10. What we did (Product Promotion): homepage
banners
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11. What we did (Product Promotion) : MO banner
on Health & Beauty page
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12. What we did (Product Promotion) : Product
Page
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13. What we did (Product Promotion) : App Push
App notification to >1,4 million Lazada app users
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14. What we did (Product Promotion) : Brand placement
banner
from 19 Nov to 25 Nov
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15. What we did (Product Promotion) : Newsletter
Newsletter to 500,000 Lazada’s subcribers
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16. What we did (Product Promotion) : EDN
Tailored stand-alone email to HB customers
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17. What we did (Product Promotion) : Half-
docking banner
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18. What we did (Product Promotion) : 01 Facebook posts on
Lazada Page, 01 KOL Phan Anh Page , 01 facebook game
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Facepost on >13.000.000
Fanpage
Phan Anh’s post with more
than 3000 likes
Facebook game with nearly
1000 likes and 100 shares

19. What we did (Product Promotion) : Zalo Post
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20. What we did (Shop in Shop Promotion): Central Banner
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21. What we did (Shop in Shop Promotion): Onsite banner
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22. What we did (Shop in Shop Promotion): Onsite banner
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23. What we did (Shop in Shop Promotion): Onsite banner
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24. What we did (Shop in Shop Promotion): Onsite banner
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25. Conclusion
• First collaboration between Lazada and Philips Personal Care department
• Campaign was successful in term of orders and traffic
• Execution could have been smoother with longer preparation time and
better process in the design development
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