The Campaign

Brand Relevance: Dislike other tech peers, Alibaba believes in that technology is for better human world, and benefit for majority of people instead of chosen few. Instead of showing off fancy technology that is only for a WOW moment, Alibaba dedicates to empowering small business and young people from day one founded back in 19 years ago. Y2017, Alibaba supported 10Million small businesses, and create 30Million jobs opportunity around the world, most of them are for young people and those small. Therefore, Alibaba choose to go for alternative way, state the point of view on SMALL, a celebration to SMALL, full of humanity. Target Audience: Worldwide mass audience who goes online, young adults and sports fans skew in key countries: US, UK, Japan, South Korea and China.

Creative Execution

Design Elements and their integration The copywriting transformed the brand voice – To the greatness of small to a manifesto, and it sits the core of the whole campaign. Design touch points Online video, Website, Banner ads, PR release.   Materials, Design Styles, Design choices We produced an online video for the manifesto, for a better storytelling way. Design development and process The copywriting is important for bringing the idea to life, it well planned and crafted in the below logic: Resonation lines: To draw attention Point of View lines: To state clear of Alibaba’s belief on SMALL. Supporting lines: Giving examples from all walks Summary and Ending Lines: Just like Olympic Games is a celebration of all human, Alibaba is also will to empower anyone, especially on SMALL, enable them to shine on global stage. Choice of Campaign elements Sports events from Olympic Games. Scale

Indication of how successful the outcome was in the market

Value added to the brand A successful debut show for Alibaba in presence of a global stage level. Mr. Thomas Bach, President of the International Olympic Committee gave a high recommendation to the campaign at a public event. Reach: Total Video Exposure: 847Million + Total Video Viewership: 110Million + Total Video Click View: 13.86MIllion Engagement: Weibo(China SNS) # Topic Generating: 500Million + (Earned Media) Twitter: 50 million impressions, 5.3k mentions and gained 4k+ new followers Facebook: 40k+ page visits, 15k+ likes, 1.4 million engagements, reached 14.8 million people and gained 16k+ new followers Impact: Earned Media Report: 580+ International media reports