Lazada Epic Birthday Sale Hippo Coin Bank Surprise
Influencer MarketingAnyMind Group ran a surprise hippo coin bank giveaway through 133 creators on Instagram and TikTok for Lazada's Epic Birthday Sale, with individual posts reaching up to 158K views.
About the campaign
Lazada marked its Epic Birthday Sale in March 2025 with a surprise gift campaign run by AnyMind Group, with individual posts reaching up to 158,000 views. The goal was to generate buzz, engagement and emotional connection with online audiences.
The agency ran the work through AnyTag, its influencer marketing platform, from creator discovery to tracking and attribution. It sent an unannounced hippo-shaped coin bank to 2,000 recipients across Singapore, with a chance to win a cash prize. In all, 133 creators from nano to macro tiers shared their unboxing reactions on Instagram and TikTok. Their posts ranged from comedic sketches to heartfelt moments, tagged #LazadaSGBdaySale and #DontBreakTheBank.
The agency reports that individual posts reached up to 158,000 views. Some other posts achieved over 13,000 engagements and 139,000 in reach. Many viewers commented that they hoped to be one of the 2,000 recipients.
Case in 60 seconds
Lazada wanted its Epic Birthday Sale in March 2025 to generate buzz, engagement and emotional connection online, which is a hard ask for a platform whose calendar is already built on recurring mega sale moments and festive campaigns.
Audiences share a surprise more readily than an announcement, because an unexpected gift on the doorstep produces a genuine reaction on camera, and limiting it to 2,000 recipients made that reaction something viewers envied.
Lazada turned its own birthday into a present for others, sending an unannounced hippo coin bank to 2,000 recipients across Singapore so every unboxing carried the sale message and an invitation to a cash giveaway.
Working through its AnyTag platform, AnyMind Group engaged 133 nano to macro creators on Instagram and TikTok, who filmed their own unboxings as comedic sketches, banter or heartfelt moments under #LazadaSGBdaySale and #DontBreakTheBank.
AnyMind Group reports individual posts reaching up to 158,000 views, with some others achieving over 13,000 engagements and 139,000 in reach, while many viewers commented that they hoped to be one of the 2,000 recipients.
Strategy Breakdown
Creative & Execution System
Assets & channels
- TikTok
Partners
- AnyMind Group
Participation mechanic
- Recipients of the hippo coin bank were invited to enter a cash giveaway, and the hashtags #LazadaSGBdaySale and #DontBreakTheBank encouraged more people to share their own experiences.
Results & Evidence
| Metric | Value |
|---|---|
| Views per Post (Max) | 158K views |
| Engagements per Post | 13K+ engagements |
| Reach per Post | 139K reach |
| Creators Involved | 133 creators |
Why AnyMind Group's strategy worked
- 1
A physical surprise gives creators a real reaction to film, so the brand message arrives inside an unboxing that audiences watch as entertainment instead of as an advertisement.
- 2
Capping the gift at a fixed number of recipients makes it feel scarce, which turns viewers who missed out into commenters and carries the conversation beyond the people who received it.
- 3
Letting each creator adapt the message to their own style keeps posts native to their feeds, because a comedic sketch and a heartfelt clip reach different audience segments under one shared hashtag.
- 4
Mixing nano, micro and macro creators splits the work between broad awareness and close community engagement, so one roster covers both the width and the depth of an audience.
