Submitted by SushiVid

SOFY Maxi Lazada Influencer Launch

Influencer Marketing

SushiVid ran a two-month launch for SOFY Maxi with 25 influencers linking straight to its Lazada listing, and the agency reports the campaign reached 421K people.

84KViews

Case in 60 seconds

SOFY wanted the launch of its Maxi range to connect influencer content directly to purchase on Lazada, because awareness that leaves interested followers with nowhere to go does little for a new product.

The campaign turns on the gap between interest and purchase, because SushiVid frames curiosity sparked in a feed as something that dissipates unless a direct route to the product page sits beside it.

SushiVid built the launch so that every piece of awareness content carried a direct link to the SOFY Maxi Lazada listing, which made each post work as both introduction and storefront rather than awareness alone.

SushiVid worked with 25 influencers over a two-month campaign, each introducing the SOFY Maxi range and linking straight to its Lazada product page, so the funnel stayed short throughout rather than ending at awareness.

SushiVid reports that the campaign reached 421,000 people and generated 83,956 views, which the agency says exceeded the brand's expectations for the launch window, while no sales or conversion figure is published.

Strategy Breakdown

Followers of the 25 influencers, treated as potential buyers who could move from first hearing of SOFY Maxi to adding it to a Lazada cart.
A new range starts without familiarity, so SushiVid ran the campaign over two months to let SOFY Maxi feel known rather than new by the time a follower was ready to buy.
SushiVid positions each influencer post as a storefront as well as an introduction, so SOFY Maxi appears as a product with a checkout attached rather than a name to remember.
The page holds that interest fades when it has nowhere to go, because curiosity generated in the feed dissipates unless a frictionless path to buy is placed beside it.

Creative & Execution System

Assets & channels

  • Other

Partners

  • SushiVid

Results & Evidence

MetricValue
Views84K views
Influencers Engaged25 influencers

Why SushiVid's strategy worked

  1. 1

    A launch post that carries a direct link to the product listing lets interest convert at the moment it is sparked, rather than leaving followers to search for the product later and lose the impulse.

  2. 2

    Running a launch over two months rather than a single burst gives a new range time to build familiarity, so a follower who is ready to buy already treats the product as known rather than new.

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