Campaign details
Brand: CainiaoBrand owner: Ali GroupLead agency: Isobar China Country: ChinaIndustries: Postal & courier servicesMedia channels: Content marketing Budget: 1 - 3 million
Executive summary
Cainiao Guoguo (green hand package) is an aggregator express platform established by Ali Group, the biggest e-commerce giant in China. It provides a uni-platform for top express delivery players to join. Users can download Cainiao Guoguo and get access to express providers to send or track or receive their packages.
The campaign aimed to create awareness of this new platform and, most...