Cainiao Guoguo: How to build the biggest express company without any courier?

E-commerce giant Ali Group built an aggregator express delivery app in China and raised awareness of it through a live TV show and social influencers.

Campaign details

Brand: Cainiao Brand owner: Ali Group Lead agency: Isobar China  Country: China Industries: Postal & courier services Media channels: Content marketing  Budget: 1 - 3 million

Executive summary

Cainiao Guoguo (green hand package) is an

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