Their Story

A global matchmaker between businesses, suppliers & manufacturers, Alibaba.com wanted to launch their business in the United States. However people in America were not aware that becoming an entrepreneur was made easier when they used global sourcing for their business. Which meant Alibaba.com didn’t just have to establish their brand, but also let people know exactly what they did.

Our Twist

The product was complex. We made it simple. Our tagline “Find it. Make it. Sell it.” explained what Alibaba.com did through the eyes of our target. Integrated TV, print, rich media and immersive microsite “mockumentaries” positioned Alibaba.com as a hero to small business entrepreneurs and educated them to the advantages of global sourcing. Oh, and they are pretty damn entertaining as well.

A Happy Ending

ComScore showed organic traffic to Alibaba.com soaring from 5.4 million to approximately seven million in one month after campaign launch. Rich media ads showed interaction rates approaching 20%. And awareness? Doubled in four months. The campaign was featured in the Wall Street Journal and Adweek, plus CNN Money called it “Earnest and funny”.