Campaign details

Brand: Cainiao
Brand owner: Ali Group
Lead agency: Isobar China 
Country: China
Industries: Postal & courier services
Media 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 importantly, to drive app download. To shorten the funnel path from awareness to interest to action, a playful interaction campaign was launched: "72 hours to build a restaurant, live streamed."