Rick Boost
Nov 29, 2017

Alibaba's CMO on turning 11.11 into 'Christmas'

Chris Tung tells Campaign turning Singles Day from a one-time promotion to a global holiday is perhaps Alibaba's biggest single marketing achievement

Singles Day has come a long way from an opportunistic marketing campaign to a global shopping festival and beyond.

In fact, listening to Alibaba CMO Chris Tung, one might get confused with mistaking Jack Ma for Santa Claus:

"It's very important for us to bring that holiday feeling, that joy of holiday to to all the people who have been looking forward to this double-eleven day for a year. So it's becoming more like a Christmas kind of holiday for a lot of people..."

In this Campaign Shorts video, Tung spells out how Singles Day has and continues to evolve over time.

Source:
Campaign Asia

Related Articles

Just Published

1 day ago

Southeast’s Asia’s top 50 brands 2025

After surveying 10,000+ consumers across Southeast Asia, Pureprofile and Campaign crown Samsung and Shopee as the top brands, joined by 48 others leading the region’s market.

1 day ago

Mindshare, EssenceMediacom China chiefs exit

Campaign understands that both Mindshare and EssenceMediacom’s China chiefs are stepping down; WPP Media pushes regional restructuring post rebrand.

1 day ago

Can’t find a clean public toilet? Buktupup to the ...

BuktuPup is a new microsite that helps travellers in rural Indonesia find clean, private restrooms hosted by locals—even in remote tourist spots.

2 days ago

Agency Report Cards 2024: We grade 25 APAC networks

The grades are in for Campaign Asia's 22nd annual evaluation of APAC agency networks. Subscribe to read our detailed analyses.