Amazon Smiles

Kaiyu Li

Campaign details

Brand owner: Amazon China
Brand: Amazon
Agency: Young & Rubicam China
Country: China
Channels used: Internet - general, Internet - search, Online video, Outdoor, out-of-home, Television
Media 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 target objectives of raising awareness for the Amazon brand, but also propelling Amazon to becoming China's number-two online retailer of choice, and generating more than 20% incremental uplift in sales. It also laid the very strong foundation for a long-term brand platform.