| Title | ALIBABA TO THE GREATNESS OF SMALL |
| Brand | ALIBABA |
| Product / Service | CORPORATE IMAGE |
| Category | D01. Social Video |
| Entrant | PROXIMITY CHINA Shanghai, CHINA |
| Idea Creation | PROXIMITY CHINA Shanghai, CHINA |
| Production | PROXIMITY CHINA Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Nicole ma | Proximity Advertising (Shanghai) Co., Ltd | Chief Creative Director |
| Grace Yu | BBDO Shanghai | Head of Production |
| Paper Li | Proximity Advertising (Shanghai) Co., Ltd | Senior Copywriter |
| Charles Xu | Proximity Advertising (Shanghai) Co., Ltd | Group Head |
| Grace Xu | Proximity Advertising (Shanghai) Co., Ltd | Senior Art Director |
Implementation: Developed a brand manifesto video to state the brand voice – To the greatness of small Supported with 2 true stories full of human touch Make dream come true – Brought the only ice hockey team in Kenya to Olympic Winter Games Timeline: Feb 01 – Feb 12, 2017 Scale: Global ad campaign in 5 countries + local event in PyeongChang, South Korea, and then amplify to global through 580+ media.
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
Data Gathering Internal: Alibaba EC data, Alibaba Cloud data mapping, Alibaba’s support to the small business and young people in Y2017 External: Google, Baidu open data; Trends watch on global EC, and social listening index on Olympic Games Target Audience: Worldwide mass audience, young adults and sports fans skew in key countries: US, UK, Japan, South Korea and China Relevance to platform Dislike other tech peers, Alibaba believes in that technology is for better human world, Alibaba dedicates to empowering small business and young people from day one founded back in 19 years ago. Moreover, in Y2017, Alibaba supported 10Million small businesses, and create 30Million jobs opportunity around the world, most of them are for young people and those small. Approach Alibaba choose to go for alternative way, state the point of view on SMALL, a celebration to SMALL, full of humanity, therefore the campaign –To the Greatness of Small