Challenge
Running a global campaign across six countries meant the creative had to work in four different languages without losing consistency or brand clarity. At the same time, Alibaba.com was still largely unknown to the entrepreneurs and SMB owners the campaign was trying to reach. The landing pages and videos needed to quickly communicate what the platform does, why it matters for small businesses, and make sourcing globally feel like something any business owner could actually do.
Overview
The Sourcing Pro Campaign was a global brand initiative launched in 2014 to introduce Alibaba.com to entrepreneurs and small to medium-sized businesses across Australia, Brazil, Mexico, Russia, the United Kingdom, and the United States. All assets were localized into English, Spanish, Portuguese, and Russian. I led the design and front-end development of the campaign landing pages across all four languages, ensuring a consistent and localized user experience. I also collaborated with external agencies, providing creative direction to maintain visual consistency and alignment with brand standards.
Timeline
- Oct 13 – Nov 9, 2014
Role
- Web Design
- Front-end Development
- Creative Direction
Team
- Marketing Manager
- Agency
- Pan Lau (Sole Designer / Developer)
Campaign Landing Pages
All paid advertising across six countries drove to a campaign landing page, localized into four languages. The page introduced Alibaba.com and walked visitors through three core features, including finding suppliers, connecting with buyers, and sourcing on the go with the mobile app. I designed and built every language version and implemented tracking codes across all traffic sources to ensure accurate campaign measurement.
Campaign Videos
The campaign included three promotional videos, each built around a distinct theme. Rather than using straightforward product messaging, the videos took a creative angle, using fictional but relatable business scenarios to make the sourcing story more engaging and memorable. “Alibaba.com Helping Business Get to Yes” focused on closing deals with global suppliers. “Alibaba.com Bringing Global Suppliers to You” highlighted the breadth of the platform’s supplier network. “Source Anytime, Anywhere with Alibaba.com” promoted the mobile sourcing experience. I collaborated with the Marketing Manager and ad agency throughout production, reviewing script variations and providing feedback on each video to keep the messaging consistent with the campaign direction.
Impact
The Sourcing Pro Campaign ran for four weeks across six countries and significantly exceeded performance expectations. The campaign generated 400M+ impressions and 6.5M+ video views, making it one of the most far-reaching brand initiatives Alibaba.com had run at that point. Localizing the experience across four languages allowed the campaign to connect with audiences in their own market context, reinforcing the platform’s relevance beyond the US market.