Mega Sales is a term mostly used in Southeast Asia to describe the increasing number of significant sales occasions that are caps the peak year end period of the Ecommerce promotion calendar. As the Ecommerce landscape becomes more crowded, brands must develop innovative and engaging strategies to grab consumers’ attention across a variety of channels during this crucial holiday sales period. By 2026, Ecommerce sales are expected to double and one of the catalysts for this growth is the growing number of mega shopping events or “Mega Sale Days (MSD)”.
During Mega Sales Days, people expect experiences that are tailored to them as individuals. These customers seek inspiration and entertainment. Once they discover something they love, people anticipate a fast and easy path to purchase. During Mega Sale Days, businesses are create an exciting shopping experience across all touchpoints, including Shopee, Lazada, Brand Ecommerce Sites, Facebook, Instagram, WhatsApp, Messenger, Tiktok, Youtube and Influencer Marketing.
This article covers everything you’ll need to set yourself up for Q4 success, broken into four parts below:
Data signals are the fuel for optimization algorithms and your performance marketing team to determine which strategies and ad creatives are increasing the likelihood of a conversion. Set up a robust tag management practice to capture data signals across the entire consumer journey for better optimization.
8% performance improvement were achieved by advertisers with the help of recommended best practices while sending events via both the Meta Pixel and Conversions API.”
To make it possible for you to share marketing data in a way that respects people’s privacy preferences, utilize technologies like the Google and TikTok pixels and Facebook Conversions API to understand what actions are taken by users after an ad is clicked or viewed. Connecting your Lazada and Shopee Store’s Catalog with your Facebook business manager will also enable tracking of the conversion events across platform, which will help improve data feedback, conversions and lowering acquisition costs.
By establishing a direct link between your marketing data and the Meta systems via the Facebook Conversions API, you may increase the data’s dependability. If you are focused on Ecommerce Marketplaces like Shopee and Lazada, make sure you have the catalog setup and shared across to your Facebook and TikTok Business Managers.
To personalise and optimise ads, here are some must dos:
32% increased efficiency and 8% incremental reach has been shown to be driven by creative diversification.”
At crucial times for sales, having different creatives and messaging will help to open up new audiences. A good mix of messages and creative angles are used to engage potential Mega Sale Day customers and attract new ones. In order to communicate to the various factors that affect Mega Sales purchases, diversify your creative mix.
Craft differentiated messages and utilize different creative angles for audiences who are different stages of the brand purchase journey, from .
Consider messaging that addresses top factors influencing Mega Sales Day purchases.
To engage viewers with various viewing habits, use a variety of formats (carousel, reels, stories) and content types (video and static images).
Find out and test the factors that are bringing in new customers and sales.
Abaro Shoes, a leading footwear brand in Malaysia tested different Video ads and measured the impact that its Facebook Collaborative Ads have on sales, ultimately utilizing ads that drove customers across the acquisition and conversion funnel, seeing a 40% lift in purchase conversions
The learning phase is useful for improving the effectiveness of campaigns. Consolidating campaigns and ad sets to achieve 50 conversions per ad set each week allows businesses to learn quickly. This is particularly important for big sales occasions where sales could be fleeting.
Below is an Ad Account structure we like to use with a focus on conversions to set up an brand for nett new customers while optimizing for lower funnel conversions. This type of ad account structure will work very well for brand ecommerce sites and just requires some tweaks if you are focused on driving traffic to your marketplaces like Lazada and Shopee
In order to connect with your audience regularly and increase your brand presence, brands are encouraged to implement an Always-On campaign. Use this opportunity to:
► Build an always on re-marketing strategy which will and start increasing frequency of engagement and creation of lookalikes
► Run any test and learn campaigns that may add to your Peak Day Campaigns
► Understand your campaign performance baseline and audience better
With the use of advanced ad targeting and optimization capabilities, brands can turn creator content into advertisements to impact consumer buying behaviour.
19% improved efficiency when branded content ads are added on top of a brand’s business as usual campaign during peak shopping season. ”
To make an idea a reality, choose the ideal partner. Creators with an original point of view and a special natural affinity for the subject can alter a concept and engage their audience.
Creator strategies should be shaped by the objectives of the brand and desired outcomes should be aligned up front.
Allow the brand to benefit from the creators’ voices. Utilizing the creator’s voice in a way that organically conveys the brand and the message is essential for success.
Sales can be maximised prior to your critical shopping period by combining brand and performance promotions. Before your Mega Sale Day, take advantage of less promotional times to spread the word about your business, build momentum, and expand your customer base. Utilize our suggested Ad Account structure with a skewed budget to top funnel goals to build up an audience pool.
94% of all Malaysia’s year-end shoppers surveyed are likely to try a new brand during the peak shopping season.. ”
Reaching new audiences is made easier by broadening objectives and optimizations. In the height of the shopping season, consumers are more willing to explore new companies. Reaching new audiences and boosting their propensity to make a purchase later on can be accomplished by extending objectives and optimizations to include adding to carts, seeing contents, and viewing landing pages.
Support your sales driven campaigns campaigns with objectives focused on awareness and consideration to drive nett new customers for the brand..
139%
increase in consideration when combining brand and performance objectives”
Explore mid-funnel optimisations such as link clicks, landing page views, add-to-carts.
56%
increase in conversion rates at 13% lower acquisition costs when businesses invest >30% of spend in mid-funnel optimisations before the year-end shopping season.”
| Objective | Awareness |
| Targeting | Broad targeting ensures you are can capture the largest set of potential customers available to you |
| Optimisation | Awareness |
| Bidding | Automatic Bidding to establish baseline on new audiences |
| Channel | Facebook, Instagram & TikTok |
| Frequency | Campaigns seen at least 1or more times per week are 4X more effective at driving long-term sales |
| Ad format | Short-form video: Reels Long-form video: In-stream |
| Creative | People consume content differently on mobile, so utilize creative best practices to ensure your ads capture attention |
| Measurement | lncrementality with Conversions A Pl-based lift |
Source: Facebook
Video (Reels, In-stream) With video accounting for 50% of time spent on Facebook and Instagram, use engaging video formats to reach new audiences.
Short form works best in scrollable and mobile presentation spaces, long form are better at driving deeper insight and more complex concepts.
| Objective | Sales |
| Targeting | Advantage+ Catalog Ads for broad audiences (formerly known as dynamic ads for broad audiences) |
| Optimisation | Purchase, ROAS and mid-low funnel events |
| Bidding | Use lowest cost if you want to maximise spend, Use cost cap if you want every new customer to have marginal profitability |
| Platforms | Shopee, Lazada & Facebook |
| Ad format | In Marketplace |
| Creative | Leverage video to capitalize on discoverabi lity via storytelling |
| Measurement | lncrementality with Conversions APl-based lift |
Source: Facebook
Advantage+ Catalog Ads for broad audiences Reach shoppers who are interested in your catalog but may not have visited your website or app.
Chemist Warehouse, the Australian based Pharmacy chain ran a mixed Facebook ad campaign featuring Advantage+ Catalog Ads to lift awareness for its annual Family Fun Fair Promotion and encourage online and in-store sales, earning a 3x return on ad spend for online sales
Different video formats give your brand an entertaining and interesting introduction. Combining brief fun busts on Reels, Stories, and Feed with longer narrative video creatives for In-Stream helps maximise reach and adapt to user behaviours.
(In-Stream | Live)
(Reels | Stream | Stories)
Chat Broadcast is a feature in Seller Centre (Shopee, Lazada) which allows sellers to broadcast messages to shop followers by Send vouchers, album images, or products / product categories to followers. Sending messages targeted to your followers is an efficient way to reward them or increase item views and orders.
Give an attractive voucher discount for higher conversion
Create urgency, such as by stating voucher expiry date or
promotion period in the messages
Marketplaces like Shopee and Lazada will run multiple marketing campaigns to promote their sales campaign. If your stores qualify to be a part of the sales campaign, you can enjoy the benefits of the marketplace marketing efforts to get more traffic and visits for your products. Most of the visitors are in a high shopping mood during a sales campaign. Offering vouchers and free shipping will definitely help you to attract more product views and get more conversions than a normal day.
A sale campaign is a golden opportunity for sellers to increase their brand or store exposure. With the right promotion tools, sellers will not only get more visitors to purchase products but also increase brand or store awareness among the visitors.
| Month | Shopee Sale Campaigns | Lazada Sale Campaigns |
| January | 1.1 New Year Sale | New Year Sale |
| February | 2.2 CNY Sale | Lazada CNY Sale |
| March | 3.3 Supermarket Sale | Lazada Birthday Sale |
| April | 4.4 Mega Shopping Day | Lazada Ada Sentuhan Raya Sale |
| May | Raya Bersama Shopee Sale | Lazada Ada Sentuhan Raya Sale |
| June | 6.6 Awesome Sale | Lazada Ada 6.6 Shopmania Sale |
| July | 7.7 Mid Year Sale | 7.7 Mid Year Sale |
| August | 8.8 Brands Festival Sale | 8.8 Budget Bonanza Sale |
| September | 9.9 Super Shopping Day Sale | 9.9 Big Brands Sale |
| October | 10.10 Brands Festival Sale | Perfect 10.10 Sale |
| November | 11.11 Big Sale | 11.11 Biggest one-Day Sale |
| December | 12.12 Birthday Sale | 12.12 Grand Year-End Sale |
Planning an Early promotions on social media is a huge opportunity to attract new followers, make sales, and convert your existing audience into customers. Unlike a traditional in-store promotion, social media means brands can now reach thousands of potential customers when they bring something new to market.
Gaining brand awareness and brand recognition is one of any business’ most important marketing goals. That’s because consumers want to buy brands they recognize. Many shoppers even have certain degrees of brand loyalty, which leads to long-term business benefits. Thankfully, social media allows for easy and effective brand building.
A strong social media marketing strategy will generate conversation about your brand, products, and partners. Focus on sharing content that naturally creates conversation. Some of those ways are to
You need to know what your target customers are interested in if you’re going to try to reach them effectively. You can do this by monitoring their social conversations around certain topics. This is called social listening, and can help you understand what’s important to your audience while identifying trends they’re following. You may also learn about what they’re struggling with, which can help you create content addressing those pain points.
Customers now expect companies to handle their requests through social media. A strong investment in customer service can build meaningful relationships between your company and your customers. With social media, the challenge of customer service remains as demanding as it had before.
Social media marketing can assist in sending customers directly to your site. Search engines are great, but being overly reliant on search results means you’re missing out on a ton of potential traffic. Social media channels allow for more diverse inbound traffic streams.
Technology, social media, and marketing practices are always evolving. When someone within your industry makes a sudden change, you’re going to want to know about it and figure out why. Keeping up on news that might affect you and your company is necessary in order to stay afloat in a competitive market. For example, Google changes its algorithm quite frequently. If you want to stay up to date on how it works so you can see how the changes will affect your SEO, you might want to follow them on Twitter. This way, you can stay current with news that affects your business.
Within Facebook, Ads are the main driver for source of information for MSD
Within Instagram, Post are the main driver for source of information for MSD
Within TikTok, Videos are the main driver for source of information for MSD
“An abandoned cart isn’t an abandoned opportunity”
The hard work of preparing you for the peak sales period will be done by your pre-Mega Sales Day promotions. You are prepared to cut through the noise and concentrate on consumers who have already expressed interest now that you have the appropriate tools in place and a larger customer base. Reach customers who are highly motivated to make a purchase during the Mega Sale Day time and encourage them to visit your app or website again.
“Shoppers are waiting until Mega Sales Days (MSDs) to purchase that big-ticket item they’ve always wanted and Considering new Brands.”
Increasing your Ad budget is the easiest way to scale your ads. Use ROAS to decide if it’s worth it to increase your ad spend. You can calculate your ROAS for a whole campaign, an ad set, or specific ads. You’ll get the best results scaling Facebook ads that have a frequency between 1.8 and 4.
Real time Optimizations on keywords convert more prospects into loyal customers, and ultimately boost sales.
Google AdWords is a great place to start with keyword research, but there are plenty of other keyword planning tools out there you can use. Don’t forget about Longtail keywords as well, because half of all search queries are four-plus words in length, there’s less competition for these phrases, and they have higher conversion rates. When you have the right keywords in your toolbox, they’ll help connect you with prospects who are looking to buy what you’re selling.
However, there are other keywords and phrases that customers are surely using to locate products just like yours, and it’s up to you to determine what they are and to start implementing them in your Content, Web pages, URLs, Headings, Image descriptions, Metadata, Page titles and Emails.
A good offer is only half the equation as your product page needs to capture their interest enough and guide them to commit to a purchase or more. You should build unique banners, images, copy, and landing pages that include all of the things on sale and can be customised for various occasions if you want to design a product page that stands out.
One tip worth remembering while executing your mega sales strategy plan is that consumers are prepared to spend during mega sales. This means you can further maximize your business sales by subtly encouraging them to buy more, so consider adding these subtle hints below on your page for an indirect prompt:
Remember, within the first few seconds as customers check out your product page, this page can mean the difference between a sale closed and a lost customer so make sure they land on a good one.
Remarketing helps maximise sales during your key shopping moment
| Objective | Sales |
| Targeting | Advantage+ Catalog Ads for retargeting (formerly known as dynamic ads for retargeting) to reach people who visited your website and did not purchase |
| Optimisation | Conversions |
| Bidding | Automatic bidding (lowest cost), Campaign Budget Optimisation |
| Placements | Use 6+ placements, expanding into automatic placements |
| Ad format | Carousel and collection format |
| Creative | Test whether creative that is tailored to customer’s intent can drive optimal remarketing value. Build for specific remarketing needs, instead of repurposing customer acquisition creative. |
| Measurement | Incrementality with Conversions API-based lift |
Brands can reach more customers who are ready to buy thanks to flexible bids and budgets. Brands can benefit most from the highest level of buying behaviour by implementing more flexible budget and bid strategies. Instead of utilising budgets to limit expenses, think about adopting capped bidding with large budgets.
With a large budget, you can take advantage of more chances during the busiest shopping season. To make sure you don’t go over your finances, set a spending limit.
43%
of investment from capped-bidding
strategies were constrained by their budget during year-end shopping season.”
You may guarantee conversions are delivered to your desired objective by using a capped-bidding method. The flexibility of cost cap bidding is greater than that of bid caps in capped-bidding schemes.
14%
decrease in campaigns constrained by budgets with cost cap vs bid cap”
Businesses can increase spontaneous purchases by providing a quick and simple way to purchase. Product tags, Advantage+ Catalog Ads (formerly Dynamic Ads), digital circulars, and collaborative ads are examples of ad formats that can convert discoveries into purchases.
The customer experience doesn’t end with a sale. Reactivating customers can encourage repeat business and brand loyalty. Customers who have visited a brand’s website, app, or store can be reconnected with and encouraged to make a purchase.
Good Year, a leading tire manufacturing company used Advantage + Catalog Ads for retargeting across Facebook and Instagram to encourage existing customers to purchase again
Retargeting with Advantage+ Catalog Ads. Cross-sell your catalogue to recent customers to foster brand loyalty. Choose from a variety of retargeting choices (such as viewed, added to cart but abandoned it, or upsell). Consider extending your remarketing window as audiences on iOS14.5+ devices might have shrunk.
Advantage+ Catalog Ads for retargeting Cross-sell your catalogue to recent customers to foster brand loyalty. Choose from a variety of retargeting choices (such as viewed, added to cart but abandoned it, or upsell). Consider extending your remarketing window as audiences on iOS14.5+ devices might have shrunk.
| Objective | Sales |
| Targeting | Advantage+ Catalog Ads for retargeting (formerly known as dynamic ads for retargeting) to reach past purchasers |
| Bidding | Automatic bidding (lowest cost), Campaign Budget Optimisation |
| Optimisation | Conversions |
| Placements | Use 6+ placements, expanding into automatic placements |
| Ad format | Carousel and collection format |
| Creative | Continue testing to determine creatives most beneficial to loyalty/repurchase audience. Build for specific loyalty/repurchase needs. |
| Measurement | Incrementality with Conversions API-based lift |
At the end of the day, mega sales can most certainly deliver some promising sales numbers, but that’s only if you have the right sales strategy plan to capitalize on its potential! Nevertheless, it’s worth remembering that not all your marketing efforts should be directed to just your mega sales, though! Customers are making purchases anytime nowadays when they need something, which means having a good all-time strategy like an always-on campaign that can bring in customers reliably is just as vital for your business’s long-term success.
If you have more questions on how you can work on improvising the Sales on Mega Sales day, you already here, feel free to drop us a message at contact@commerceplus.asia or get in touch with us to schedule a 30 mins consultation! it’s never too late to start!
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