All work
Meta Ads D11 & D12
High engagement volume at low frequency across two mega sales.
- Client
- Lazada
- Year
- 2025
- Category
- Media Planning
High engagement volume while maintaining low frequency, indicating reach expansion rather than repetitive exposure
8.8M+D11 post engagements
5.1M+D12 post engagements
Background
D11 and D12 campaigns focused on driving engagement momentum and reinforcing promotional visibility during key sales moments.
Scope of work
3 areas I was responsible for on this project.
- Led paid media planning and execution for activations (FB and IG)
- Oversaw targeting strategy and budget distribution
- Drove performance improvements through ongoing optimization
Two sales, side by side
High engagement volume while maintaining low frequency, indicating reach expansion rather than repetitive exposure
| Measure | D11 | D12 |
|---|---|---|
| Post engagements | 8.8M+ | 5.1M+ |
| Impressions | 30.8M+ | 23.6M+ |
| Reach | 16.1M | 12.8M+ |
| Frequency | ~1.9 | ~1.8 |