When most people look only at greatness, Alibaba, as a leading technology company, celebrates the beauty and power of small, and empowers small businesses and young people with an equal chance to compete in the worldwide marketplace. This brand value coincides with the Olympic spirit, which encourages every individual’s participation.

We choose to use true stories to announce this revolutionary concept to the global audience. The campaign consists of one manifesto video and two true stories, all of which aim to inspire the audience to feel the power of small, and to celebrate the greatness of small.

Implementation of the PR:

Event: The Kenya ice hockey team’s visiting to Pyeonchang Olympic Winter Games and joining the opening ceremony of Alibaba PyeongChang Showcasing Pavilion

Media Engagement: NBC’s exclusive interview and 2-day shooting with follow / Interview from leading media including BBC, CNN, ESPN…

Timeline:

Feb 09 – Feb 12, 2018

Scale:

Global advertisement campaign in 5 countries

Local event in PyeongChang, South Korea and being exposed to global audience through 580+ media reports.

Tier 1: Media Outputs :

Earned 580+ media stories and reached 2+ billion media impression across International, APAC and Korean media; Generating 39+Million video viewership on social media (Youtube, Facebook and Twitter), reached 19.9million people on facebook official webpage with 4.1million engagements.

According to ClickZ, Alibaba won the medal for Best Integrated Messaging for tieing its support of small businesses to “highlighting some of the Olympics’ scrappy underdogs.”

Analyzing coverage in select, top-tier international and Korean media outlets during the Games, Alibaba generating the most positive media coverage compared to all TOP sponsors.

Tier 2: Target Audience Outcome:

According to the Alibaba’s brand performance tracking conducted by Millard Brown, awareness of Alibaba and “To the greatness of small” increased from 58% to 70% among public audience after watched the campaign videos; among the targeted audience – IT managers/Small-Mid company owners, the awareness increased from 75% to 91%.