ZALORA MY revamps Community Influencer Programme with Bray Leino Splash

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ZALORA Malaysia saw an increase of up to 150% in new sign ups for its Community Influencer Programme as well as a 90% increase in time spent on the site following a revamp by creative and tech digital marketing agency, Bray Leino Splash.

The influencer programme was launched late last year and encourages influencers and ZALORA customers to endorse and earn via their social media platforms, rewarding them a commission on sales. Bray Leino Splash was tasked to improve the user experience design of the site and make it easier for interested customers to sign up. Throughout the whole process, Bray Leino Splash worked with Leonard Chang, ZALORA's regional affiliate marketing lead, to ensure that its customers' needs were closely matched.

Chang said the team has strong confidence in the programme's new look. "This is the first key milestone and we hope to achieve a much better user experience through continuous optimisation moving forward," he said.

Meanwhile, Bray Leino Splash's ECD, Efrain Lopez, said the agency identified that the previous version of the site did not clearly and succinctly communicate the USPs of the programme strongly enough nor did it make it easy for users to sign up right away.

To this end, the agency stripped down the site's design and placed the USPs up front, while at the same time creating a straightforward FAQ section. This was fronted by a neat calculator tool to allow interested customers to calculate how much revenue they could earn simply by keying in the number of followers they had without the need to fill in a web-form. A+M has reached out to ZALORA for additional information.

Bray Leino Splash is experienced in mega-website revamps as well as digitally-led campaigns and integrated campaign planning. Based in Singapore with offices in Kuala Lumpur, Shanghai, Hong Kong, Ho Chi Minh City, and London, the agency has individuals trained in data, UX, visual design, storytelling, and technology.

The Community Influencer Programme was launched together with management platform, Impact, and rewards influencers with a commission when shoppers click on a unique referral link, which would be tracked and managed within the Impact platform. Recommendations that successfully make sales would earn the influencer up to 15% commission in cashback or up to 10% cash. There are more than 3,000 brands on ZALORA for community influencers to tap on.

Separately, the eCommerce company saw the exit of CMO Jo Bjordal last year after seven years. He joined in 2014 to lead marketing in Indonesia. It was previously understood that CFO Hermant Goyal will be stepping in to oversee the marketing department.

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