Carousell sings its best customer reviews to shine a light on the home services category

Online new and used goods marketplace Carousell sings its best customer reviews to publicize its home services category. Produced in collaboration with UltraSuperNew (USN) Singapore, the campaign takes a light theatrical approach. Carousell’s home services category allows customers to go directly to a network of service providers instead of through intermediary companies.

Both spots feature Andrew Marko and Zulfiqar Izzudin, members of the Millennial Patch & Punnet theater company, who perform and sing the reviews. The films are broadcast on Carousell’s YouTube, Facebook and Instagram platforms. At the time of writing, the two spots have over 500,000 views on YouTube and over 600 and 3,500 views each on Instagram. Meanwhile, the spots on Facebook have over 140 and 470 views each. have INTERACTIVE-MARKETING contacted for more information.

Heng Xiao Qi, National Marketing Manager for Singapore at Carousell, explained that when producing the films, the problem they faced was creating a category that was functional but generally perceived as uninteresting, such as fun home services and stand out from its competitors. “When USN suggested using reviews as a creative concept, we were immediately won over because it really doesn’t get any more authentic than hearing directly from users,” Heng added.

Meanwhile, Haziq Hussain, Senior Account Manager at USN, added: “The task at hand was to tell Singaporeans how Carousell, apart from being an online marketplace, had this amazing home service offering that few many people knew.” He said the solution was surprisingly right in front of them, in the form of actual exams. “And of course we just had to turn them into full-fledged USN-style song and dance performances,” he said.

Reviews and ratings are key to ensuring a positive online shopping experience, especially for shoppers in Singapore (61%), Thailand (66%) and Malaysia (57%), according to research by Lazada and Middle Insight. One in two shoppers (54%) said reviews make the shopping experience positive. Based on this, Carousell would certainly do well to leverage and highlight positive reviews to push its home services category.

Also, on the sustainability front, Carousell partnered with IKEA to launch a second-hand showroom at IKEA Tampines to celebrate Earth Day earlier this year. The physical IKEA Tampines showroom featured IKEA items from influencers like singer-songwriter Nathan Hartono, Tiong Jia En, Munah Bagharib and even Carousell co-founder Marcus Tan. Meanwhile, to bolster its presence in the fashion space, Carousell acquired omnichannel fashion re-commerce retailer Refash in May. Refash continues to operate as its own brand, retaining its name, platform and team. The acquisition led to a synergistic partnership between marketplaces and accelerated the pace of recommerce in Singapore, Carousell said in a press release.

Related Articles:
Study: Reviews (good and bad) are crucial for the e-commerce experience of SEA buyers
IKEA and Carousell unveil showroom using second-hand products from SG influencers
Carousell acquires second-hand fashion brand Refash

Joseph P. Harris