“Compartment mystery comb” , or AliExpress on social media
Our task was to redefine imperfection, make it a showcase and a platform for brand communication. The axis and heroes of communication were products as unique as AliExpress itself and the descriptions, and content of the posts were taken straight from the platform. Explore with AliExpress!
the challenge
short plush fur…
How to communicate with an e-commerce platform in which product descriptions are like this: “New retro women’s cute fox ear berets”? Slippers shaped like pink pigs are “short plush fur,” a remote control cover (?!) is a “remote-controlled hood” and a hair brush with hidden storage (?!?!) is a “compartment mystery comb”?
the idea
let’s use it!
We redefined imperfection: made it a showcase and a platform for brand communication. The axis and heroes of communication were products as unique as AliExpress itself, and the descriptions and content of the posts were taken straight from the website. Explore with AliExpress!
memes were our ally
Inspired by trends, we chose a meme format for our publications. The light and eye-catching creation was accompanied by texts that in many cases referred to classics of the Internet. In this way, we created a campaign that showcased AliExpress’ wide range of products and, at the same time, became the most memic e-commerce communication on the market! Translating this into the language of grocery shopping: if you want to buy bananas on AliExpress, you’ll come home with a yellow oblong cat bed, a fluorescent kite and probably some ice molds. All shaped like bananas. And also, with a banana-shaped smile on your face.
Discover with AliExpress!
Our campaign has been recognized in industry competitions. The unusual communication of one of the biggest e-commerce services in the world won the “Kreatura” award and two bronze “KTR sword” awards. And, of course, kudoz from the community :). So we are VERY proud of this communication!
the result
within a year of the campaign’s launch:
we charmed and entertained Poles, and built an engaged community around AliExpress on social media.
social media campaign interactions
content interactions
engagement rate on Facebook