Online shopping colossus AliExpress had dual goals of increasing their profile in France wl helping the needy for the holidays — during COVID. To do this, they wanted a charitable campaign for the winter holidays that could
Share the warmth during the coldest time of a very disconnected year. We based our campaign on the idea that everyone deserved gifts on Christmas — even Santa Claus. Using that as the center of our campaign, we appealed to and supported French AliExpress users with a series of public gifting events. These engagements generated memorable, shareable moments and helped people enjoy the holidays at a difficult time. Just as important, it gained AliExpress new users and market share in France.