Entertainment content and KOLs drove standout engagement for Shopee during the Mid-Autumn Festival
- Shopee optimised organic engagement in its Mid-Autumn campaign by pushing its self-produced reality show 'Sao Thi Sao 2' and partnering with KOLs with large fan bases such as Vuong Binh and Jaysonlei.
- While entertainment content and co-branded minigames performed very well, pure partner-service promotions (such as Traveloka) received very little organic engagement, relying only on passive reactions.
01 · Positioning & voiceWhat the Page says, and how it says it
An entertainment channel integrated with multi-service shopping
Shopee positions its Fanpage not merely as a place for promotions but as a distribution channel for high-quality entertainment content, with its self-produced reality show 'Sao Thi Sao 2' and real-time interactive activities.
This strategy increases the organic time customers spend with the brand and builds a loyal community rather than attracting only short-term deal hunters.
Ai qua mùa Trăng rồi mà vẫn còn luỵ xóm thiếu nhi này thì bật lại ngay 3 tập Mật Mã Đêm Trăng cày cho đỡ nhớ nha 💖
Translation: "Anyone still missing this kids' neighbourhood after the Moon season, rewatch all 3 episodes of Mat Ma Dem Trang now to ease the nostalgia"
A friendly 'neighbourhood' voice
The Fanpage uses a humorous tone of voice, calling itself 'Sop', addressing followers as 'ladies', 'aunties and uncles' and 'our neighbourhood', and using affectionate terms such as 'the kids' and 'the little ones' for the cast.
This form of address narrows the distance between brand and customers, creating an intimate atmosphere suited to Vietnamese social media discussion culture.
Chưa xem clip nhưng Sốp đoán vội không có ‘tiếng ồn trắng’ từ dàn ‘nhi đồng’ 🤣 TUYỆT VỜI. XEM NÀO!
Translation: "Haven't watched the clip yet, but Sop's quick guess is there's no 'white noise' from the 'kiddie' crew. GREAT. LET'S WATCH!"
02 · Content pillarsThe themes the Page returns to
03 · What worksThe content that drives engagement
The 'Sao Thi Sao 2' campaign drew strong sharing thanks to an appealing young cast
Posts promoting the reality show 'Sao Thi Sao 2 - Mat Ma Dem Trang' drew far more shares than other content, especially when natural interactions among cast members were revealed.
Keep using funny real-life footage and behind-the-scenes interactions of the cast as communication material, encouraging fans to share proactively rather than relying on rigid designed graphics.
Bữa nay mấy bé xóm mình nổi hứng hoá thân thành hệ "công dung ngôn hạnh" tự tay làm bánh Trung Thu, làm lồng đèn Ông Sao đồ đó, ghê chưa ghê chưa
Translation: "Today the kids in our neighbourhood suddenly decided to become "model homemakers", making mooncakes and star lanterns by hand. Impressive, right?"
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04 · What does not workContent that fails to land
Low discussion on pure service-deal posts
The post introducing the travel-deal partnership with Traveloka received many reactions but almost no organic discussion or shares from users.
Consumers may only care about direct shopping deals on Shopee, or the post may lack visual interactivity (just a static travel-service ad image). Experience videos or trip polls could be added to increase real engagement.
Cuối năm lên lịch đi chơi, đừng quên săn deal ShopeeVIP nha!
Translation: "Planning a year-end trip? Don't forget to grab ShopeeVIP deals!"
Weaknesses 1
05 · AudienceWho engages with the Page
Strong pull from livestreams featuring Vuong Binh and Jaysonlei
The appearance of artists Vuong Binh and Jaysonlei at the ShopeeVIP Night drew strong interest from their own fan communities (nicknamed 'Voi Con' and 'Ti iu'), shown by many comments anticipating the livestream and deal hunting.
Combining KOLs with highly loyal fan bases and exclusive offers (up to 999,000 VND off) is an effective formula for attracting quality viewers and converting orders directly during the live.
06 · OpportunitiesWhat is worth testing next
Co-branded minigames drive direct discussion of product features
A minigame with Samsung decoding the file-sharing feature of the Galaxy Z Fold8 Ultra drew nearly 1,000 comments answering in the correct format and cleverly weaving in reasons to 'switch ecosystems'.
Minigames that require players to learn a partner product's core feature (co-branding) build deeper product awareness instead of empty engagement.
Tôi muốn chuyển hệ sang Galaxy Z Fold8 Ultra vì [đáp án tìm được ở Bước 1]. #GalaxyGapMo + Username Shopee + Tag bạn bè
Translation: "I want to switch to the Galaxy Z Fold8 Ultra because [answer found in Step 1]. #GalaxyGapMo + Shopee username + tag friends"
07 · Action planIf we ran this Page
Produce a series of short videos (Reels) cut from behind-the-scenes cast interactions on 'Sao Thi Sao 2' to sustain momentum after the campaign.
Cast-related content earns very high organic shares, showing that fans are willing to spread their idols' images.
- Goal
- Maintain presence and increase free organic reach from the artists' fan bases.
- KPI
- Shares
- Success when
- Average more than 500 shares per behind-the-scenes short video.
Change how partner offers (such as Traveloka) are presented, using storytelling or concrete experience photos/videos instead of only static promotional banners.
The static Traveloka post had extremely low discussion (only 2 comments) despite high reactions, showing the ad did not generate real conversation.
- Goal
- Improve the quality of real engagement (comments/shares) on co-branding posts.
- KPI
- Organic comments
- Success when
- Increase comments from an average of 2 to at least 30 per post.
Suggested experiment (A/B test)
HypothesisSwitching the Traveloka offer ad from a static single image to a short real-experience video (travel KOL) may increase users' comment and share rates.
08 · LimitationsWhat this data cannot tell us yet
Data limitations
- No click-through rate (CTR) data for links in posts directing to the Shopee app.
- Most user demographic data is hidden (1285/1458 accounts with unknown gender), making accurate customer profiling difficult.
- No data on actual sales conversions from the promoted ShopeeVIP offers.
Data still needed
- Click-through (CTR) and purchase conversion rate reports from campaign links.
- More complete demographic reports (age, gender) of engaging users.
- Customer satisfaction survey data on the new VIP benefits to adjust the next co-branding programme.
Methodology & data sources
This article is edited from an AI report that Fanpage Insight generated on Sep 29, 2026 from public data on the Shopee Facebook Page. Figures are kept exactly as reported; each finding is labeled as an Observation (drawn directly from the data) or a Hypothesis (needs further testing), with a confidence level. This is independent analysis with no commercial affiliation to the brand mentioned. Images are thumbnails of the original posts, used for citation.
- Posts analyzed
- 12 posts
- Content read
- 12 posts read in full
- Comments read
- 10
- Engagement metric
- Reactions + comments + shares, recorded at collection time
- Report date
- Sep 29, 2026
- Finding labels
- Observation: drawn directly from the data. Hypothesis: an inference that needs testing
- Report ID
- a2989b8e
