Alibaba TMALL World Community Engagement & PR Campaign

Helping Alibaba launch its Tmall World concept to local Chinese audiences.

THE ASK

Alibaba is one of the biggest companies on the plant – a combined Chinese e-commerce, retail, internet and technology conglomerate, its online sales and profits regularly outperform all US retailers combined. And, Australia is its third largest overseas market.

It came to Bastion China to help promote its Tmall World offering to local Chinese audiences. A service that gives 100 million overseas Chinese access to 1.2 billion products from brands and merchants already selling through its Mobile Taobao app, Tmall World gives local users an end-to-end experience with logistics, payment and support all incorporated.

Alibaba asked Bastion China to develop an Australian-Chinese community engagement strategy and a sound PR plan that would drive traffic to the first ever Tmall pop up stores in Australia. Success was to be measured in the number of media/KOL clippings Bastion China could achieve within a two week period.

THE APPROACH

We needed to create a groundswell of excitement around Tmall World despite the limited number of Chinese media and KOLs based in Australia.

Rather than relying on a single announcement, we created three media events and five separate, individual media angles through which to profile the new service.

By pitching these different angles to local Chinese media and KOLs with a mix of paid and unpaid approaches, we were able to dramatically increase the number of stories that were told and drive greater reach across more targets.

THE RESULT

The results were significant. Over the two week campaign period, a total of 121 pieces of coverage were achieved through 34 local Chinese media and KOLs. Benchmarking an elaborate campaign such as this is difficult as nothing like this has been done in Australia before. This breadth and depth of coverage not only met the brief but also surpassed Alibaba’s expectations.

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