Carousell launches a full-service media group led by JJ Eastwood
One of the largest classifieds marketplace platforms, Carousell Group announced the launch of Carousell Media Group, a full-service marketing platform that offers advertising solutions across Carousell Group’s family of brands – Carousell, Mudah.my, Cho Tot and OneKyat – in Hong Kong, Indonesia, Malaysia, Myanmar, Philippines, Singapore, Taiwan and Vietnam.
The media group will be led by Managing Director, JJ Eastwood who comes with over 20 years of advertising and leadership experience. Some of his notable experiences include General Manager at eBay Australia where he launched the country’s largest private programmatic marketplace back in 2012.
Following eBay, he established the APAC business for Ad Tech firm Rocket Fuel, moved on to become the CEO of HuffPost Australia and most recently led the expansion of Rakuten Advertising’s programmatic, affiliate and search businesses across Asia-Pacific.
Using its large and extensive customer database across SEA, Carousell Media Group will connect brands with tens of millions of millennials every day as over 70% of its audience are between 20-35 years old.
According to JJ, this group of audiences “are generally part of a passionate community that come to our platform to buy, sell and interact with one another.”
“This makes the Carousell Media Group uniquely positioned to help brands connect with and better understand the buying habits and attitudes of this highly sought after consumer segment,” he added.
While purchase intent, scale across the region and precision ad targeting are undoubtedly attractive propositions to advertisers, JJ emphasised that the media group is also on a mission to build a more socially responsible, transparent and brand-safe advertising platform.
In August last year, Carousell was one of the key advertising partners for Manulife Singapore’s ‘Life Goes On’ campaign which was aimed to encourage Singaporeans to move forward in the new normal by launching an online Sneaker Drop which ran for five weeks.
The campaign featured some of the biggest names in global sneaker culture, the digital draw including Nike, Off-White, Supreme and other exclusive collaborations.
“Using their (Carousell’s) advertising solutions allowed us to identify and target Millennials, especially Sneakerheads, to partake in our weekly draw where we gave out highly sought-after sneakers,” said Vice President, Head of Brand, Marketing Communications and Sponsorship at Manulife, Cheryl Lim. “Through their strong affinity with the millennial market, we generated a large number of leads and exceeded our initial expectations for the campaign.”