ZALORA wins at Retail Asia Awards 2026 for influencer campaign

The Got You Looking initiative transformed the platform from a transactional site into a premier fashion authority through strategic creator partnerships.

ZALORA won Influencer Marketing Campaign of the Year - Malaysia in the Retail Asia Awards 2026. The company secured the accolade for its Got You Looking campaign, which represented its most ambitious brand evolution to date. This initiative repositioned the platform from a purely transactional e-commerce site to a premier fashion authority.

This campaign addressed the challenge of a commoditised fashion e-commerce landscape where competition relied heavily on pervasive discounting. ZALORA identified a need to move beyond discount-driven retail to become a cultural mainstay that inspires style. This shift focused on visual storytelling and high-fashion aesthetics to capture the attention of style-conscious consumers.

The strategy rested on three core pillars: a bold visual identity, influencer-led storytelling, and omnichannel integration. ZALORA partnered with a diverse ecosystem of influencers across Southeast Asia, from fashion tastemakers, lifestyle creators, modest fashion voices, category champions, and emerging Gen Z personalities who embodied the campaign spirit. These creators produced authentic, high-quality content that resonated with local audiences whilst driving both attention and action. Got You Looking celebrated the instant fashion becomes irresistible: the scroll-stopping look, the outfit that sparks curiosity, and the creator-led discovery journey that turned inspiration into action.

By moving away from traditional retail layouts, the company utilised high-fashion editorial photography and a vibrant colour palette. The initiative was integrated meticulously across organic social media, CRM, and the ZALORA app. This approach bridged the gap between inspiration and conversion through shoppable social content and gamified discovery processes.

Execution of the campaign involved a multi-market rollout across Malaysia, Indonesia, and the Philippines. It featured localised creator activations and organic social content built for discovery on platforms like TikTok and Instagram. Segment-specific creative work also targeted various categories, including women, kids, and sports. Each creator brought a distinct point of view, from women’s fashion and sportswear to kids’ styling and lifestyle-led dressing, allowing the campaign to speak to multiple consumer segments whilst maintaining one cohesive brand world.

The results demonstrated significant growth in the regional share of voice and platform engagement. In Malaysia, the campaign’s reach outperformed original projections by 30%. Furthermore, organic traffic exceeded targets by 28% in the Malaysian market. The initiative also delivered a 30% increase in daily direct installs across all three markets following the launch.

The Retail Asia Awards highlights the pinnacle of excellence, innovation, and leadership within the retail industry across the Asia Pacific region. It serves as a benchmark of success, honouring companies and individuals who have made remarkable contributions to shaping the future of retail.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2027 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Marni Marco at [email protected].