Building Always-On Marketplace Visibility for adidas Through Shopee Banner Strategy

Shopee banner ads are often treated as short-term campaign tools. For adidas, the opportunity was to transform them into a consistent visibility driver that could sustain shopper attention beyond mega sale moments. Intrepid developed an always-on strategy designed to strengthen marketplace presence year-round.

The Challenge

adidas had primarily activated Shopee banner ads during major campaign periods. While these bursts effectively drove traffic during sale events, visibility dropped significantly outside of these windows, leading to gaps in shopper exposure and weaker brand recall over time.

In a highly competitive marketplace environment, this inconsistency made it harder to stay top-of-mind and maintain steady traffic flow across the shopper journey. The key challenge was shifting banner ads from a campaign-only activation to a continuous visibility layer that could support both awareness and conversion beyond peak periods.

The Strategy

The strategy positioned Shopee banner ads as a continuity tool rather than a short-term campaign placement. Instead of focusing visibility solely around mega sale events, the approach aimed to maintain regular exposure across high-traffic Shopee placements before, during, and after key campaign moments.

This helped reinforce brand presence during everyday browsing behavior while continuing to support conversion opportunities during peak sale periods, allowing adidas to maintain stronger marketplace presence while capturing both active shoppers and passive browsing traffic more consistently.

Execution

Shopee banner ads were strategically deployed across high-traffic placements to maintain continuous visibility throughout the platform. Rather than limiting exposure to major campaign days, banners remained active across both campaign and non-campaign periods to sustain shopper engagement year-round.

To ensure consistency, banner creatives followed a cohesive visual identity and promotional messaging framework while adapting to different Shopee campaign moments. Creative assets were refreshed regularly to maintain relevance without losing brand recognizability.

The campaign maximized Shopee’s existing banner formats and placements within the allocated budget and timeline, focusing on efficient reach and sustained exposure. The key shift was moving from short-term campaign bursts toward an always-on visibility strategy designed to reinforce long-term marketplace presence.

The Impact

The strategy successfully strengthened adidas’ consistent visibility on Shopee while significantly increasing the contribution of banner ads to overall marketplace performance.

Banner ads contributed an average 21% share of total Shopee ads performance in 2025, more than doubling the 10% share recorded in the previous year. Quarterly performance also demonstrated sustained momentum throughout the year, highlighting the effectiveness of maintaining continuous visibility beyond major campaign events.

By shifting toward an always-on approach, Shopee banner ads evolved from short-term traffic drivers into a more reliable and scalable contributor to sustained marketplace demand and sales performance.

“Maintaining consistent visibility in a highly competitive marketplace was a key priority for us, and Intrepid played a crucial role in helping us achieve this for adidas. Intrepid brought a clear and structured approach to our digital marketing efforts, enabling a more consistent, always-on presence across the platform. 

Their strategic planning and execution helped us strengthen visibility, sustain demand, and drive more reliable performance. Intrepid’s support has enabled us to build a more effective and continuous engagement model, reinforcing our position and driving stronger business impact over time.”

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