Challenge
LinkedIn was an untested channel for Alibaba.com Mexico, and the audience presented the same brand clarity problem common across all markets. Most Mexican SMB owners had little awareness of Alibaba.com as a platform built for sellers, not just buyers. The campaign needed to establish trust and relevance quickly, in Spanish, across multiple industries and audience segments, within a two-week window.
Overview
Alibaba.com Mexico launched its first LinkedIn advertising campaign to test the platform as a paid channel and drive traffic to the Mexico website. I led the campaign from concept to production, developing three creative themes to test different positioning angles with small and medium-sized business owners. All creatives were written and designed in Spanish to connect with the local market.
Timeline
- Jul 28 – Aug 11, 2024
Role
- Campaign Concept
- Content Copywriting
- Visual Design
- Creative Production
Team
- LinkedIn Account Manager
- Marketing Director
- Pan Lau (Sole Content Strategist / Designer)
Business Opportunities on Alibaba.com
This series focused on the growth angle and what joining Alibaba.com could mean for a Mexican seller’s business. The messaging centered on expanding reach and accessing new opportunities through the platform, with a direct link to the pricing page to move interested visitors toward a decision. Memberships were promoted at a special rate of $499, down from the original $1,999. Six ad variations were produced to test different visual and copy approaches within the same theme.
Trusted by Mexican Sellers
Social proof matters especially in markets where a platform is still building its reputation. This series led with the fact that successful Mexican sellers were already on Alibaba.com, using peer credibility to lower the barrier for new sellers considering the platform. These ads linked directly to the pricing page. Two variations were produced for this theme.
Industry Focus
Rather than targeting sellers broadly, this series spoke to specific industries showing growth potential in Mexico, including Beauty & Personal Care, Food and Beverage, Furnitures, Home & Garden, Packaging & Printing, and Shoes & Accessories. Each ad drove to a downloadable industry trends report, giving potential sellers a concrete reason to engage beyond just learning about the platform. Six industry-specific variations were produced.
Impact
The campaign ran for 14 days and delivered 1%+ average conversion rate across 14 ad banners, a strong result for a first-time test on a new channel. The three-theme structure gave the team meaningful data on which positioning angles resonated most with Mexican SMB audiences, laying the groundwork for future LinkedIn investment in the market.