Alipay Network Technology Co., Ltd. is a leading third-party payment platform in China, specializing in payment and financial services and it is committed to providing "simple, safe, fast" payment solutions to consumers. On June 23, 2015, Alibaba Group and Ant Financial Services Group jointly announced to set up Koubei, a joint venture and a platform company providing local life services. During the Double 12 period, Koubei and Social Touch build strong alliances to create the Koubei Carnival.
At the end of the year, all the E-commerce platforms kept launching shopping carnivals, rewriting the records of online sales. Under this circumstance, Alipay Koubei needed to seize the opportunity of Double 12 period to back feed the offline sale, leading the online shopping enthusiasm to offline businesses and achieve sales, to create an O2O shopping carnival.
With the release of "1212 Global Carnival” advertisement and the UGC photoshopped by internet users, Social Touch created the phenomenon that Double 12 was everywhere, to attract public attention and enable the public to became aware of the Koubei brand through in-depth dissemination. Fundamentally, it was a quality-changing process with transforming from brand education to public awareness, requiring more than a ubiquitous figure but public drive from the perspective of interests.
On the business side, officially announced to businesses around the world that Alipay Koubei has returned to the market to create a marketing chain with the online markets back feeding the offline market.
On the consumer side, rapidly gathered the user group of Alipay Koubei, to spread word of mouth while reshaping the new consumption and payment habit.
Create the Double 12 Koubei Carnival. Carried out full exposure to the brand through interesting interactions on social media. With category being the dimension of strategy H5, recommended discount products, highlighted public core interests in Double 12 carnival to stimulate the public to buy and spread the information, leading mass purchase.
During the three days before December 12, used cinematograph dynamic posters, with the weird screens and diverse colors to bring out the joy of celebrating carnivals, highlighting the excitement of the upcoming 50% off shopping carnival.
The ultimate content reads broke 500,000, with the single key phrase “Alipay Double 12 Strategy” being retweeted for 3069 times
The Double 12 Shopping Carnival drove 28 million people to buy offline, attracted more than 300,000 offline businesses to get engaged, covering 13 countries and regions; the offline businesses increased 19.5 million new members and the increase of customer traffic for offline businesses surpassed 100%.
Double 12 Shopping Carnival triggered 210 million hot topic reads on social media, ranking the third on the Weibo hot search list, and its Baidu index rose to 8326.