Asian Food Network partnered with Lazada, Southeast Asia’s leading e-commerce company to promote cooking-related products on Lazada’s platform. Over the span of 6 months, I curated products from Lazada’s huge online mall and created 20+ product listicles to fit AFN’s content theme for the week, and to occasionally celebrate the seasonal festivities.
In this AFN x Lazada partnership, the goal was to promote Lazada products through relevant and timely listicles that tied in with the editorial calendar. Unique product affiliate links were to be created using Lazada’s affiliate portal, and the metrics tracked using a Google spreadsheet. Asian Food Network’s marketing team also preferred that the product came from the premium Lazmall section, and that it had a few existing customer reviews to inspire confidence.
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Across the span of 6 months, the two dozen AFN listicles I wrote generated over 224, 000 clicks to Lazada produts. The corresponding social media posts performed well with high click-through rates, with 4 listicles topping the month’s best performance chart.
The top performing article on social was the 5 Multi-cookers for Every Kind of Household, with 4.2% and 4.0% engagement on Facebook and Instagram respectively.
