Alibaba – Double 11, Biggest One Day Sale

Award: Excellence in Mobile Marketing category – Bronze, at the Malaysian Marketing Excellence Award 2019

Tmall’s Double 11 is a re-brand of Singles Day in China into a Global Shopping Festival, for their 10th anniversary, SocialGrooves was tasked to:

1. Manage Taobao’s platform in several areas outside of China
2. Revise and develop node.js game software and Google assistant integration in two new languages – Mandarin and English
3. Provide creative input and manage postings on all platforms – Taobao Malaysia and Singapore Facebook page and Taobao’s YouTube channel

Challenges

Tmall’s Double 11 faced 2 notable challenges: 

1. Tmall’s Double 11 required SocialGrooves to deliver the setup of the platforms in less than 2 weeks with collaboration from Taiwan and Hong Kong agencies
2. We are to provide consultancies for local insight on Malaysia and Singapore concerning growing brand affinity

Strategy & Execution

We conceptualize two creative approaches for the local scene – Global

Treasure Rush & H5 Shopping Guide within a short time frame:
1. We altered and developed visuals and interactive games for Taobao Lite app – “Open Sesame”
2. We initiated the TikTok #Taobao1111DanceChallenge to create awareness of the biggest sale online
3. Collaborated with a YouTube influencer Ling Big Yong for the production of a YouTube video

Results
Achieved Gross Merchandise Value(GMV) USD 30.8 Billion (single day sales)
TaoBao Malaysia & Singapore Social Media Reach 11.5 million
Video Views 2,206,594
Engagements 550,000