Case Study: Lazada Group achieves 59% more orders during Ramadan with Facebook

Building trust, driving conversions

Lazada Indonesia, a leading Southeast Asian e‑commerce marketplace offering electronics, household, beauty and fashion products, faced a common barrier to online shopping: lack of consumer trust. Ahead of the busy Ramadan season the company aimed to boost sales by improving perception of its key selling points—cash on delivery, genuine products and free shipping—to win customers’ confidence.

Lazada paired product-focused ads with a mobile‑optimized brand campaign across Facebook, Instagram and Audience Network, repurposing TV spots into short, 1:1 videos with front‑loaded branding, captions and formats (carousel, slideshow, photo) for low‑bandwidth users, and used lookalike targeting to reach new shoppers. The campaign drove a 59% increase in orders (versus running dynamic ads alone), a 15% lift in ad awareness, a 12% rise in association with cash‑on‑delivery and a 13% lift in free‑shipping association.

Lazada Group

Sebastian Sieber

CMO