By participating in Lazada’s Super Brand Day for four continuous years since the campaign was introduced, skincare brand Kiehl’s has achieved outstanding results with its e-commerce business strategy. According to a representative from Kiehl's, it has managed to optimise brand recognition, increase sales, and attract new customers.

Kiehl’s case is not unique, according to Lazada, the average sales of other brands on Super Brand Days is 164 times higher than on regular days. They also saw a 90 per cent increase in the number of new customers.

This success did not come overnight. It was the result of continuous testing, operating, and optimising the initiatives on the Lazada e-commerce platform with built-in solutions. Brands have worked closely with Lazada to achieve their shared goal of improving the consumer experience.

To seize the 24-hour growth opportunity that Super Brand Day provides, brands must meet rigorous criteria. While there are thousands of authentic brands on LazMall, not every one will secure the opportunity to advertise and showcase their products during this special event.

The selection criteria make Super Brand Day unique from other campaigns. Speaking about the touchpoint of Super Brand Day, Pham Bao Khanh Quynh, brand representative of Kiehl’s said, "Only reputable brands can participate in Lazada's Super Brand Day. Kiehl's has positioned itself as a luxury cosmetics brand, and Super Brand Day helps it maintain this position."

In 2022, Colgate chose Lazada as its exclusive partner to introduce a set of teeth whitening devices in Vietnam through a Super Brand Day campaign named Level Up Whitening Experience.

"Colgate recorded the biggest sales and the highest number of buyers in a single day thanks to Super Brand Day. It helped us reach new customers," said Arisa Ruchirawat, Colgate's representative.

Samsung, one of the first brands that participated in the Super Brand Day campaign, considers it as a golden chance to promote and introduce its new flagship products to consumers.

Samsung's representative Nguyen Ha Long said the campaign is full of added value.

"Through the event, brands can offer 24-hour super deals such as exclusive discounts, vouchers, and gifts, which help drive customer behaviour and retention," explained Long.

The flexibility when working and approaching the market has enabled Samsung and Lazada to continue working together to reach new milestones in terms of revenue and customer visits.

Having served as a great boost for brands in previous years, Super Brand Day is still considered a key business activity for many in 2023.

"Super Brand Day has helped us to not only increase sales, it also represents an opportunity to promote our name, approach new customers, and introduce new products to the market," said Bui Ngoc Khanh, sales manager at Philips Domestics Appliances Vietnam.

Like Philips, Colgate will continue to promote its main product line on the platform in the future as it looks to launch new products such as electric toothbrushes and teeth whitening toothpastes.

According to Long from Samsung, the Super Brand Day campaign on Lazada will continue to be an essential business strategy over the first six months of 2023. "With a win-win spirit of collaborating with the e-commerce platform, Super Brand Day serves as a rehearsal for us to measure and fix shortcomings and ultimately provide customers with a better experience," he said.

In addition to promoting and supporting domestic and international retail businesses, Super Brand Day on Lazada also represents a commitment to sustainable cooperation and mutual support between the platform and its partners. Close relationships will create an increasingly holistic e-commerce ecosystem, allowing both the platform and its brands to bring consumers many exciting experiences in 2023.