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...