Alibaba Group Malaysia

Taobao Malaysia CNY Shopping Festival - Boosting Engagements With Fun Contest

Campaign Ideation / Copywriting / Visual Design / Video Production


Key Achievements

Contest achieved high engagement rate of 11.4% with over
440 participants within 10 days

Campaign achieved a total post shares of 389

Facebook fans grew organically by 400+ within 2 weeks

The Brief

Running annually since 2016, the Ali Chinese New Year Shopping Festival is a 5-day global event featuring discounted holiday products on Taobao and Tmall. The Inculab team has collaborated with Alibaba Group Malaysia to promote Taobao Malaysia Chinese New Year Shopping Festival 2021 with a two-week campaign.

The Solution

Incorporating festive elements relatable with Malaysians and also Alibaba characters, we’ve put forth a consumer-centric promotion campaign for Taobao Malaysia Chinese New Year Shopping Festival 2021. Using interesting social content as well as engaging contest mechanism, the campaign has successfully achieved a high engagement result especially participating rate for the contest.


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