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Redefining media relations for Lazada
Project type
Public Relations
Date
2021
The Task
When the pandemic disrupted traditional media meet-ups, Lazada needed a new approach to continue nurturing strong relationships with top-tier journalists. The challenge was to maintain consistent media engagement through a format that felt fresh, personal, and meaningful—without relying on physical interaction.
Our Approach
We introduced Rumpi Bareng Lazada—an informal and recurring virtual hangout session with selected journalists. Each session combined interactive activities (e.g., charm bracelet making, cheese platter assembly) with light brand storytelling and journalist feedback sharing. The sessions created a relaxed, two-way communication environment, strengthening media goodwill and long-term sentiment toward Lazada.
Result
The majority of journalists from first tier media has very good perceptions and intentions towards Lazada. Ever since then, the coverage pick up rate has increased up to 30% on average.
