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By Shawn Lim-06 January 2021 10:00am The partnership turns SGAG’s famous catchphrase “KTHXBYE” into “KTHXBUY” and will feature characters in weekly KTHXBUY episodes. Digital media platform SGAG and e-commerce platform Lazada have joined forces to combine content and commerce for their audiences. The Drum speaks to both businesses to make sense of the partnership. Having previously partnered with Lazada on previous singular campaigns and SGAG, which is owned by millennial-focused publisher Hepmil Media Group felt it was time to further its partnership with the Alibaba-owned platform to drive this content-to-commerce strategy at scale with a longer three-month partnership. Chua Yuxuan, head of e-commerce and partnerships at SGAG explains SGAG’s audience comprises predominantly Gen Z and millennials - a consumer group that is generally media savvy, and whose shopping habits have largely shifted online. ....