SANTA ALIEXPRESS
Types:
Online chariti events
Total Views
452 million
Total Impression
3.96 million
Total Post Likes
288.8K
To create a social holiday campaign that leaves everyone feeling the warmth
Challenge
Online shopping colossus AliExpress had dual goals of increasing their profile in France wl helping the needy for the holidays — during COVID. To do this, they wanted a charitable campaign for the winter holidays that could
Solution
Share the warmth during the coldest time of a very disconnected year. We based our campaign on the idea that everyone deserved gifts on Christmas — even Santa Claus. Using that as the center of our campaign, we appealed to and supported French AliExpress users with a series of public gifting events. These engagements generated memorable, shareable moments and helped people enjoy the holidays at a difficult time. Just as important, it gained AliExpress new users and market share in France.
- Boosted brand to #1 in market share, passing Amazon for the first time
Performance
- Awards included the IAI Excellence Award and HUXIU Incident Video Excellence Award
- Picked up by a variety of French media
- Became AliExpress' most successful French charitable marketing event and gained tons of new users
- Subsequent research showed that the events boosted awareness
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