Taobao launches 11.11 campaign with Zhang Linghe... Live broadcasts in 11 countries and regions
Taobao announced on the 14th that it is conducting an 11.11 shopping campaign featuring actor Zhang Linghe, targeting consumers outside mainland China. The campaign includes themed app interfaces, live broadcasts, and various advertisements across multiple international locations.
Taobao announced on the 14th that it is conducting an 11.11 shopping campaign with actor Zhang Linghe. The brand video featuring Zhang Linghe was released at 9:00 AM (South Korea time) on this day, and the campaign targets consumers in markets outside mainland China.
In the campaign, Taobao presents six shopping experiences: quality, taste, lifestyle, trends, smart daily life, and new discoveries. The app screen will be decorated with a Zhang Linghe theme, and during the 11.11 period, Zhang Linghe is scheduled to appear in live broadcasts within the app. The broadcasts will be conducted in real-time with fans in 11 countries and regions, including South Korea, Japan, Singapore, and Australia.
The brand video is composed of scenes browsing products on the Taobao app. It captures the six themes of the campaign by utilizing Zhang Linghe's fashion, exercise, pet care, and animation-related hobbies. Taobao will also showcase video and print advertisements, themed subways, and glasses-free 3D advertisements in Hong Kong, Kuala Lumpur, Bangkok, and Singapore.
The Zhang Linghe theme offline events will begin in Hong Kong on October 15, and will also be held in Bangkok and Kuala Lumpur starting from October 24. The configuration, which combines videos, app screens, live broadcasts, and outdoor advertisements, can be seen as a campaign spanning both online and urban spaces. Through this, Taobao plans to promote a shopping experience themed around product searching and discovery to overseas users.
Covers K-pop for SPECIALTIMES GLOBAL, and also writes Culture and K-Variety stories.
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