Rick Boost
Nov 29, 2017

Alibaba's CMO on turning 11.11 into 'Christmas'

Chris Tung tells Campaign turning Singles Day from a one-time promotion to a global holiday is perhaps Alibaba's biggest single marketing achievement

Singles Day has come a long way from an opportunistic marketing campaign to a global shopping festival and beyond.

In fact, listening to Alibaba CMO Chris Tung, one might get confused with mistaking Jack Ma for Santa Claus:

"It's very important for us to bring that holiday feeling, that joy of holiday to to all the people who have been looking forward to this double-eleven day for a year. So it's becoming more like a Christmas kind of holiday for a lot of people..."

In this Campaign Shorts video, Tung spells out how Singles Day has and continues to evolve over time.

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