Amazon Smiles

Amazon faced a tough challenge from well-established local competitors, Tmall and 360Buy, when it launched in China in 2011.

Amazon Smiles

Kaiyu Li

Campaign details

Brand owner: Amazon ChinaBrand: AmazonAgency: Young & Rubicam ChinaCountry: ChinaChannels used: Internet - general, Internet - search, Online video, Outdoor, out-of-home, TelevisionMedia budget: 1 - 3 million

Executive summary

In 2011, when Amazon officially landed in China, local competitors Tmall and 360Buy dominated their home turf with a seemingly insurmountable 70% market share.

Chinese people's preference for local retailers looked to be a tough challenge for Amazon, the world's largest online retailer.

But this three-month campaign exceeded expectations by not only meeting its...

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