ALIBABA

Launching a B2B Brand on Tik Tok

Overview

When you think of TikTok, B2B marketing does not typically come to mind. But, for Alibaba.com — one of the world’s largest e-commerce platforms — we saw fertile ground.

Approach

Needing to raise awareness of its brand and platform in the US among Gen Z entrepreneurs, Alibaba.com turned to HPL to develop a TikTok strategy to position the brand as a dynamic platform designed to help small-business owners scale and grow their companies. HPL tapped a cadre of Gen Z entrepreneurs to generate content for Alibaba.com’s small-business TikTok account to showcase creative and unique ways they’ve partnered with Alibaba.com to source products and compete on a global scale.