# Shopee 9.9 Ronaldo ad

> Ronaldo’s Shopee ad drew over 2 million Twitter views on release day.

- Owner: Shopee
- Kind: Campaign
- Sector: Retail
- Seed date: 2019-08-16
- Milestone date: 2019-08-16
- Date basis: Documented milestone; not a measured attention peak.
- Spread Score: 28 (Niche), v1.3
- Mechanics: Controversy, Response chain, Creator relay, Platform jump, Press loop

## Summary

Shopee released Ronaldo’s dance ad before its 9.9 sale. Twitter reactions and press coverage spread the creative. Shopee reported tripled sale-day orders across its marketplace.

## Timeline

- 2019-08-14 — Shopee (Press) — Shopee announced Ronaldo as regional ambassador and scheduled his television ad for August 16.
- 2019-08-16 — Shopee Singapore (X) — Shopee posted the ad in which Ronaldo scored, wore an orange kit and danced to its Baby Shark jingle.
- 2019-08-16 — Campaign Asia (Press) — Campaign Asia reviewed the ad on release day and questioned whether its absurdity was deliberate.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/mcp#api).

Canonical URL: https://howitspread.com/cases/shopee-ronaldo-ad

Cite as: How It Spread (2026). “Shopee 9.9 Ronaldo ad.” Case HIS-01700. Spread Score v1.3: 28/100. Updated 2026-10-25. https://howitspread.com/id/HIS-01700