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With a significantly shorter buyer lifespan than other categories, Baby Diaper brands tend to be on a constant lookout to identify and drive New Buyers to their store.

Mamypoko, a leading Mother & Baby brand, wanted to tap into Lazada's growing pool of New Buyers in this category, with the ultimate goal of achieving continuous GMV growth throughout the year.


Lazada and Mamypoko jointly reviewed and revamped the way campaigns are run:

  • Sponsored Discovery:

    • Shifting away from sporadic activation (eg. only during key Mega Campaign periods) to an Always-on activation throughout BAU and campaign periods
    • Enhancing the overall campaign structure and optimization tactics
  • Commercial Deals & Offers

    • Improvement of commercial offers such as Vouchers & Flexi Combos
    • Participation in platform campaigns such as Baby Wednesday, LazMall Brand Day, and Ramadhan Campaign


Mamypoko achieved significant uplifts across GMV, Orders, and SOV ranking after just 1 month of always-on activation.

Learn more about Sponsored Discovery: