Client

Alibaba

Objectives

To raise brand awareness of Alibaba.com among German SMBs and position the platform as a trusted partner for global e-commerce, while supporting key events and minimizing PR risks.

Tasks

  • Developed a national PR and media strategy tailored to the German market.

  • Created and implemented an integrated communication plan targeting SMEs, manufacturers, and entrepreneurs.

  • Drafted, proofread, and distributed press releases across key verticals.

  • Supported Alibaba.com’s presence at major trade fairs (IFA, Automechanika, ISPO Munich).

  • Secured Tier 1 interviews, including with the DACH Country Manager in Der Handel.

  • Conducted paid media partnerships (e.g., with Autohaus) and media training.

  • Monitored media coverage and provided weekly reporting and evaluation.

  • Coordinated brand messaging with global campaigns such as “Super September” and “March Expo”.

  • Facilitated strategic collaborations (e.g., TÜV Rheinland) and promoted via targeted outreach.

Target group

  • Small and Medium Enterprises (SMEs)
  • Manufacturers & Distributors
  • Entrepreneurs and Startups
  • Logistics & Supply Chain Service Providers
  • B2B Buyers across DACH Region

Units Involved