Campaign details
Brand: Alibaba GroupBrand owner: Alibaba GroupAgency: BBDO ChinaMarket: GlobalIndustries: Online retailMedia channels: Online video, Social media, Word of mouth, influencersBudget: 500k - 1 million
Executive summary
How can a Chinese technology brand champion female entrepreneurs worldwide in an authentic voice?
Nearly half the entrepreneurs within Alibaba are women, and its digital technologies help them to achieve their potential. The brand needed to communicate this.
This campaign put a spotlight on female entrepreneurs, designers, livestream hosts and athletes. By putting a positive spin on the saying...