Ronaldinho lights up Shopee's latest campaign with Samba flair

Retired football icon Ronaldinho has once again captured the attention of fans, this time as the star of Shopee's latest advertising campaign. In a newly released video, the Brazilian legend dons Shopee's signature orange jersey while performing his iconic samba dance - a celebration move that once electrified football fans worldwide.

The campaign, launched across multiple markets, reinforces Shopee's promise of "cheaper and faster delivery." Each country features a locally tailored slogan: Termurah di Shopee (Cheapest on Shopee) for Indonesia, while Thailand, Vietnam, and Brazil have their own variations.

Beyond just marketing a shopping platform, Shopee aims to create engaging consumer experiences. This campaign is designed to entertain while strengthening customer relationships, pairing global superstars with culturally relevant storytelling, the company told MARKETING-INTERACTIVE.

Don't miss: GrabFood serves up savings with football icon Bambang Pamungkas

Following collaborations with icons such as Cristiano Ronaldo, Shopee maintains its strategy of featuring well-known figures to connect with audiences in its key markets.

To ensure widespread exposure, the company's campaign with Ronaldinho will run across social media, paid ads, TV, in-app placements, and out-of-home advertising, marking a sustained engagement initiative.

The campaign was produced by Brazil-based media agency Paranoid and directed by Lucas Fazzio.

Pan Huiyan, the regional marketing lead at Shopee, emphasised the evolving role of eCommerce in the consumer experience: "eCommerce today is more than just transactions - it's about creating experiences that entertain, engage, and build lasting connections with consumers."

"Our collaboration with Ronaldinho reflects Shopee's dynamic approach to marketing, where we blend entertainment with shopping to resonate with diverse audiences across our markets in Southeast Asia and Brazil. By leveraging global icons matched with culturally relevant storytelling, we're deepening engagement in a way that feels authentic to each market, while reinforcing Shopee as a destination for both fun and value," she added.

Ahead of this year's Ramadan, Shopee is launching the Big Ramadan Sale, running from 25 February to 31 March. The campaign aims to support local products and SMEs by providing greater opportunities to boost sales.

Shopee is also ramping up its Ramadan campaign with new features aimed at expanding its reach and boosting competitiveness. The 3.3 peak sale on 3 March will offer key promotions, including free shipping vouchers, surprise discounts, and a gamified "Shopee Tanam" event where users can win prizes.

Shopee contributes a significant portion to the overall revenue of its parent firm Sea, making up more than two-thirds of the group's total business. In the third quarter of 2024, Shopee turned profitable, with its adjusted operating profit reaching US$34.4 million.

Related articles:
Shopee stops KL traffic with 3D billboard featuring MY girl group Dolla
Indonesian antitrust agency probes Shopee, Lazada for suspected anti-competition breaches
Why you need to incorporate live commerce to ride the eCommerce boom