AliExpress Wants U.S. Shoppers To Step Aboard For Its 'Singles Day' Event
- by Steve McClellan @mp_mcclellan, November 2, 2022
Chinese shopping marketplace AliExpress, part of China's Alibaba, is gearing up for Single's Day, a Prime Day-type sales event and is launching an ad campaign urging U.S. consumers to "get aboard the AliExpress." It's the first time that the marketplace is targeting U.S. shoppers.
The platform's recently appointed U.S. ad agency, Chicago-based OKRP, created the campaign.
Single's Day
originated in China a few decades back as a way for singles to celebrate their status. The main activity--shopping.
Single's Day this year is on Nov. 11 and is now
celebrated in many parts of the world and AliExpress wants U.S. singles to shop with gusto on the day just as they would on Prime Day or Black Friday. And like both of those days, steep discounts are
offered as an inducement to participate.
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The new advertising is designed to showcase the steeply-discounted deals AliExpress is famous for during this event. High-energy
ads with a funk-inspired sing-song rhyme promote such items as a “Electric scooter for scootin’ around - wireless speakers for a groovy sound - Christmas decorations for just a cent, and a
personal, just-for-one, vertical tent.”
Sample the creative here.
“At a time
when the world is experiencing shortages in a wide array of products and ever rising prices, the AliExpress 11/11 event is a welcome opportunity for consumers to buy quality gifts and items in advance
of the busy holiday shopping season,” stated Briza Roche Bueno, Marketing & Business Development, AliExpress America Region.
The advertising launched this week and
leverages social media and digital platforms like TikTok, Snapchat, Instagram and YouTube. OKRP partnered with media agency Prolific on the campaign.
