AliExpress

Bringing 11.11 to Europe

Sector

Online Marketplace

capabilities

Cross-Border

Social & KOL

Performance Marketing

AliExpress, a major online retail platform owned by Alibaba Group, aimed to launch its signature 11.11 Day shopping event in Europe. “11.11” is the biggest shopping festival in Asia, but has very low awareness among European consumers, who are more familiar with other peak sales seasons like Black Friday or Cyber Monday. To compete, we designed a multi-channel launch that would build awareness, and drive measurable engagement and conversion.

Character-led creatives to capture attention and retain memorability

We created a set of anthropomorphic characters and a short jingle, designed to be memorable and be used across multiple ad exposures and content formats.

Influencer partnerships

We partnered with a roster of European fashion creators to reach out organically to local communities. The headline partnership was with Italian entrepreneur and influencer Chiara Ferragni, who promoted hero deals and drove interest in the AliExpress app.

Gamified media across Instagram, YouTube, and Twitter

Instead of relying only on standard display and video formats, the campaign used interactive, game-like interfaces that drove participation instead of passive viewing.

RESULTS

300M

searches generated

1.5M+

interactions across owned and earned channels

150%

of targets achieved
Bringing 11.11 to Europe

AliExpress

Our cross-border campaign for Alibaba's flagship sale generated 300 million searches and 1.5 million interactions across Instagram, YouTube, and Twitter.
300M searches generated
1.5M+ interactions
50% KPI exceeded
Character-led creatives to capture attention and retain memorability
We created a set of anthropomorphic characters and a short jingle, designed to be memorable and be used across multiple ad exposures and content formats.
Influencer partnerships
Let’s Get To Work
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