Challenge
As Alibaba’s longtime U.S. communications partner, we have supported the company through multiple phases of growth and evolution—helping build visibility, credibility and understanding of its business beyond headlines and metrics. In 2023, that long-term mandate was tested when Alibaba made a significant shift in how it approached its flagship 11.11 Global Shopping Festival, choosing not to disclose GMV for the first time in its history. The moment required trusted counsel to help sustain momentum and reinforce Alibaba’s merchant-first strategy and technology-driven innovation.

Strategy
Building on years of deep media relationships and institutional knowledge of Alibaba’s business, we developed a strategic storytelling program that reframed 11.11 within Alibaba’s broader long-term growth narrative. Key initiatives included announcing Alibaba’s partnership with Simon Property Group’s Shop Premium Outlets and featuring a first-of-its-kind livestream at Woodbury Common Premium Outlets, bringing Alibaba’s commerce technology to life for U.S. media and industry stakeholders. To further deepen understanding of the company’s strategy, we convened an invite-only 11.11 VIP dinner in New York for top-tier media, analysts and senior executives, providing Alibaba leaders with a platform to articulate its long-term strategy, global relevance and growth drivers beyond GMV.

Results
We successfully reset the 11.11 narrative—anchoring coverage in livestream innovation, merchant success and Alibaba’s broader growth story. The program generated more than 20 high-value earned media successes, including in Fast Company, WWD and Retail TouchPoints, and drove positive analyst sentiment. The Woodbury Common livestream drew 1.3 million viewers in China and attracted attendance from key industry observers, including from Business of Fashion and KraneShares. The VIP dinner brought together influential journalists from AP, Forbes and Fast Company and executives from Coach, Tiffany & Co., Supergoop! and others, delivering one of Alibaba’s most effective and strategically aligned 11.11 PR programs in recent years.