TVC | Online Video | Outdoor Billboard | Content Marketing | Display Ads | Social Media Strategy | Paid Social Plan & Buy
Showcasing power sellers & fast-growing categories
For most independent online sellers and shoppers, Carousell is no stranger.
The company has built one of the largest virtual community marketplaces in the Asia Pacific region, gaining the number one position in multiple markets, namely Hong Kong and Singapore.
Marching to the third year in the Hong Kong market, Carousell was not only leveraging machine learning and artificial intelligence to optimise the process and results of its sellers' listings but also going after more new categories such as property and freelancing services.
We produced an integrated ad campaign across multiple touchpoints of through-the-line media for the Hong Kong market.
MTR 12-sheet billboards
To demonstrate the broad listing categories, we created the tagline "Oh my [product category]!' as a wordplay to show the extensive variations of selling items.
The campaign championed a vast and broad-spectrum of Carousell's power sellers, for whom life has been inspired and enhanced by the platform.
A series of MTR 12-sheet billboards featured eight units of Carousell sellers. Their stories were further developed into other media touchpoints.
30-second TV commercial
We expanded the eight major categories and mixed them with other unexpected (but real) ones into a 30-second TV commercial. The objective of this video was to demonstrate the wide variety of goods or services that you could find on the Carousell platform.
15-second TV commercial |Mature adults
We selected footages that could associate better with mature adults and produced a cut-down version of the tv commercial. The featured categories included real estate, automobile, mobile, pet's toy shops, and watches.
15-second TV commercial |Young adults
LWe also produced another cut-down version of the tv commercial, targeting the younger audience. The featured categories included sneakers, vintage camera, toy, game, and drone.
Power sellers' video
The stories continued to unfold. Based on the key listing categories, we produced eight testimonial videos with the featured power sellers. We optimised the media split between the versions by their initial performance.
It was a valuable exercise for the brand to look into the performance metrics, which would support them to make business decisions in the future.
Data-driven social content
We collected insightful data from Carousell and created a series of infographic and data-driven content.
The content served the purpose to help not only the Carousell sellers but also potential customers to understand the platform as an active marketplace.