11.11 Global Shopping Festival - Tapping Into Local Market

Campaign Ideation / Copywriting / Visual Design / Video Production / Visual Adaptation


Key Achievements

In less than a month:
High engagement rate of 57.9%

In less than a month:
Online brand videos have achieved a high view-through rate of 8.5%

In less than a month:
Facebook fans has increased by 3000

The Brief

Alibaba’s 11.11 Global Shopping Festival is one of the world’s largest annual shopping event. We have worked with the APAC team to promote this international event with a localised campaign for the Malaysian audience. In 2020, with the world still feeling the effect of the Covid-19 pandemic, the company would also like to send an encouraging message to stay positive amid challenging times.

The Solution

To reach out to Malaysian young adults, we have leveraged on fund and engaging social media content, campaign brand video series, social video (Voxpop) and social media contest while amplifying engagement with macro and micro influencers. The campaign also incorporates lighthearted content to encourage people to live to the fullest despite the challenging times. Additionally, our team has also assisted in developing related key visuals for all APAC countries.


Fun Fact!

As we were working on the campaign content, everyone of the team has also been inspired to shop during the 11.11 sales, which gave us more hands-on experience and insight in the process!

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