Alibaba.com: The Small Business Champion
A brand on a Mission
Alibaba.com is much more than the world's biggest e-commerce
platform for SMEs. It is an enabler for small companies to do
business anywhere.
Since the brand launched in Europe in 2009 our work with one of
Asia's best known B2B brands has had one, core focus: to champion
small businesses.
Our Work
Through customer advocacy campaigns we've highlighted how small
businesses have transformed their fortunes by going global.
We've created new businesses through entrepreneur competitions
and ran stunts for individual small businesses to help them through
the hard times.
We've researched attitudes amongst UK SMEs toward global
trading, dispelling myths and raising awareness of new ways
businesses can fight the recession.
We've partnered with Peter Jones on Enterprise Challenges and
worked with UKTI to bang the drum about how simple and cost
effective it now is to trade internationally.
We've also hijacked a thing or two… like building a full scale
branded market outside Global Entrepreneurship Week's conference at
the British Library.
Our Results
Our campaign has delivered national and regional exposure on
radio, TV, online and through social networks. We've reached SMEs
through specialist business press and vertical sector trades. We've
drawn content from Alibaba's members, fuelling the programme with
stories on 'Bog-in-a-Bag' disposable toilets, 'Bare Grills'
Christmas BBQs, England-mad pubs at the height of World Cup fever,
Rocky inspired punch bags, 'Gangstar' skateboard apparel,
electrical components, photocopier refurbishing and more.
By integrating PR at every turn with Alibaba's wider marketing,
we've helped the brand grow its UK member base to over 830,000
users since the campaign began.