Taobao partners with Zhang Linghe for overseas 11.11 shopping campaign
Taobao announced on the 20th that it is launching an 11.11 shopping campaign featuring actor Zhang Linghe, targeting consumers outside of mainland China through six distinct shopping themes.
Taobao is launching an 11.11 campaign targeting overseas consumers through six specific themes, featuring actor Zhang Linghe in brand videos and an exclusive live broadcast. The initiative, which includes outdoor advertisements in major cities, focuses on product discovery through themes such as quality, taste, and lifestyle.
Taobao announced on the 20th that it is launching an 11.11 shopping campaign in collaboration with actor Zhang Linghe. The campaign targets consumers outside of mainland China and introduces product discovery and shopping experiences through six specific themes.
Taobao released a brand video featuring Zhang Linghe at 9:00 a.m. (KST) on October 14. An outdoor campaign is also being conducted in major cities, utilizing video and print billboards, themed subway advertisements, and glasses-free 3D advertisements. During the 11.11 period, the app interface will be decorated with a Zhang Linghe theme, and the actor is scheduled to appear in an exclusive live broadcast within the app.
The six themes presented by the company are quality, taste, lifestyle, trends, smart daily life, and new discoveries. Taobao explained that the videos incorporate these themes by focusing on product discovery and glimpses into Zhang Linghe's hobbies and daily life.
The campaign is structured to convey the platform's shopping experience to overseas consumers by combining celebrity videos, in-app content, and outdoor advertising. By placing the six themes at the forefront, the campaign appears designed to emphasize various aspects of the discovery process rather than just a wide range of product categories.
Covers K-pop for SPECIALTIMES GLOBAL, and also writes Culture and K-Variety stories.
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