Shopee’s Brand Ambassadors: From Ronaldo to Ronaldinho
The Viral Ronaldo Ad of 2019
Do you remember the Cristiano Ronaldo ad for Shopee in 2019? The famous Portuguese footballer danced to the e-commerce platform’s catchy tune, sparking a wave of discussions in the Momentum Works community. While some branding professionals thought the ad cheapened the Shopee brand, others saw it as a fun and memorable moment. Our driver in Indonesia summed it up perfectly: “This ad made my whole family laugh. Everyone is talking about it. Whoever that made C. Ronaldo dancing like this must have a lot of fun.”
The Rollercoaster Ride of the Pandemic and Beyond
More than five years later, after navigating through a pandemic high, a massive stock market reversal, and competition from TikTok Shop, Shopee is back with a new twist. This time, it’s not Cristiano Ronaldo, but retired Brazilian football star Ronaldinho Gaúcho. Known as “the wizard” for his creative and entertaining tricks, Ronaldinho has been signed as Shopee’s brand ambassador.
The Return of Global Fun with Ronaldinho
A video ad featuring Ronaldinho has been aired in multiple countries, including his native Brazil, for the 3.15 shopping festival. In the 30-second ad, Ronaldinho showcases his signature football moves of agility, rather than repeating the 2019 Ronaldo dance. This move aligns with Shopee’s strategy of prioritizing fun for its global and country ambassadors, a tradition that started with Blackpink in 2018.
The Jackie Chan Ad and Its Aftermath
The last time Shopee had a global ambassador was Jackie Chan in September 2021, at the height of the pandemic e-commerce boom. Many saw this as a bad omen, as many brands Jackie Chan represented soon entered a slump. Unfortunately, the worry turned out to be true. Two months after the Jackie Chan ad, the global stock market crashed, sending the share price of Shopee parent Sea Group down by more than 90% at one point.
However, Sea Group, which recently delivered a solid set of Q4 2024 results, seems to have weathered through the challenges of the last three years. In the last few years, Shopee mostly worked with local icons in individual countries. With Ronaldinho, the global fun is back. We hope it will last.
The Impact of Brand Ambassadors on Brand Success
Brand ambassadors play a crucial role in shaping a brand’s image and success. Shopee’s choice of ambassadors, from Cristiano Ronaldo to Ronaldinho, reflects its strategy of associating with fun and entertaining personalities. This approach has not only generated buzz but also created memorable moments for consumers.
Table: Key Brand Ambassadors and Their Impact
| Year | Brand Ambassador | Impact |
|---|---|---|
| 2018 | Blackpink | Set the tone for fun and engaging ambassadors. |
| 2019 | Cristiano Ronaldo | Viral ad that sparked discussions and laughter. |
| 2021 | Jackie Chan | Associated with a stock market slump. |
| 2024 | Ronaldinho Gaúcho | Brings back global fun and entertainment. |
Did You Know?
Shopee’s choice of brand ambassadors has always been a strategic move to create a fun and engaging brand image. From Cristiano Ronaldo to Ronaldinho, each ambassador has brought a unique flavor to the brand, making it more relatable and memorable for consumers.
FAQ Section
Q: Why did Shopee choose Ronaldo and Ronaldinho as brand ambassadors?
A: Shopee chose Ronaldo and Ronaldinho for their fun and entertaining personalities, which align with the brand’s strategy of creating memorable and engaging moments for consumers.
Q: How did the Jackie Chan ad impact Shopee’s brand?
A: The Jackie Chan ad was seen as a bad omen by many, as many brands Jackie Chan represented soon entered a slump. The global stock market crash two months after the ad further solidified this perception.
Q: What is the significance of Ronaldinho’s ad for Shopee?
A: Ronaldinho’s ad brings back the global fun and entertainment that Shopee is known for, aligning with the brand’s strategy of associating with fun and engaging personalities.
Pro Tips for Brand Ambassadors
- Choose Fun and Engaging Personalities: Associating with fun and engaging personalities can create memorable moments for consumers and generate buzz for the brand.
- Align with Brand Values: Ensure that the brand ambassador aligns with the brand’s values and strategy to create a cohesive and impactful image.
- Monitor Market Trends: Keep an eye on market trends and consumer preferences to make informed decisions about brand ambassadors.
Reader Question
What do you think about Shopee’s choice of Ronaldinho as a brand ambassador? Do you think it will bring back the global fun and entertainment that the brand is known for? Share your thoughts in the comments below!
Call to Action
We’d love to hear your thoughts on Shopee’s brand ambassador strategy. Share your insights in the comments, explore more articles on our blog, or subscribe to our newsletter for the latest updates and insights.
