Amazon SG makes 11.11 debut with splashy campaign and influencer marketing

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In an interesting twist of events, Amazon Singapore has decided to jump on to the 11.11 seasonal shopping sales with products from categories such as toys, baby, beauty, home, electronics and groceries, among others. The event will be held from 11 November to 29 November 2021. According to Amazon Singapore's spokesperson, it is activating its biggest campaign through this initiative and is promoting the initiative through digital and social channels, as well as OOH and radio.

"Owned, earned and paid channels are an important part of our marketing and communications strategy for the shopping season that kicks off with 11.11, with ongoing promotions leading up to Black Friday – our biggest sale event of the year," the spokesperson said. The spokesperson also added that influencers will be an integral part of its marketing approach to effectively reach its target audience. For this event, it picked influencers that reflect the diversity of its customers in Singapore, across age groups and ethnicities.

In celebration of Amazon Singapore’s first-ever participation in 11.11 sales, Amazon has also lined up a standup comedy show by Sharul Channa and Rishi Budhrani for shoppers. The 30-minute show will premiere on 11 November 2021, and will see the duo dish out jokes on their marriage life during the pandemic, how Singaporeans shop in the past and now as well as their ideas on features Amazon.sg has to include to be local. Amazon's spokesperson told MARKETING-INTERACTIVE that the campaign aims to reflect its commitment to supporting local talents in its marketing efforts. "We hope for all shoppers in Singapore to spend less, save more, support local, and enjoy the best in shopping and entertainment from the safety and comfort of their homes, while having a good laugh this Holiday season," the spokesperson said.

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Additionally, Amazon Singapore will give back to the community with its Amazon X Shop for Good Wishlist campaign, where shoppers will be able to support local non-profit organisations (NPOs) and their causes by purchasing items off their Amazon wishlist – a depository of items they need the most. The initiative currently includes NPOs such as Singapore Children’s Society, New Hope Community Services, Arc Children’s Centre, SADeaf, Willing Hearts, Beyond Social Services, The Food Bank Singapore, Singapore Red Cross, and Save Our Street Dogs.

Recently Amazon launched a new three-storey office at Asia Square. Named SIN16, the office will house up to 700 employees from over 30 teams. Amazon Singapore said in a statement that the new office has been designed to optimise agile working, learning, and collaboration as it continues to grow its business, operations, and investments in the market. At the same time, Amazon Singapore plans to add over 200 new jobs to its consumer and corporate functions by 2022 to expand its range of offerings in Singapore and include more support for local businesses to go global. MARKETING-INTERACTIVE understands that this will be in addition to the 110 job openings listed by the company. Currently, Amazon Singapore has about 2,000 full-time and part-time employees.

Amazon also named David Kiu as its new director of international public policy in September this year. Kiu was formerly VP for global public affairs at Mars Wrigley.

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