Alibaba.com Rebranding Campaign in Europe – WE CAN MAKE IT

Centered on the empowering message “We Can Make It,” this campaign reimagines Alibaba.com’s brand value framework informed by deep user research, systematically upgrading its strategic positioning and visual identity in the European market. Based on extensive research that profiles Alibaba.com’s European users—primarily SME entrepreneurs—into four entrepreneurial archetypes: relentless overachievers, community-minded entrepreneurs, calculated risk-takers, and confident challengers striving to stand out, the campaign translates Alibaba.com’s technological strengths into three emotionally resonant value propositions—strong manufacturing capabilities, factory-direct supplies, and AI-driven sourcing system, repositioning Alibaba.com as an “All-round partner empowering entrepreneurs.”

The campaign’s visual system is defined through a modular creative approach for cross-media consistency. Anchored by Alibaba.com’s signature orange, the palette introduces an off-white tone to add warmth and affinity. The use of Poppins, a multilingual, modern typeface, further enhances global adaptability.

To resonate with European aesthetic preferences, the campaign employs a hybrid visual technique combining live photography, 3D modeling, and retouching of light and shadows. Industrial themes are expressed through scenes such as smart factory manufacturing, a matrix of customized chairs in diverse styles, and AI-powered sourcing interface. These creative visuals translate China’s supply chain prowess into tangible “manufacturing aesthetics.” Outdoor posters feature progressive, engaging taglines, such as “If you can think it, we can make it,” articulating a modern entrepreneurial narrative against the backdrop of historic European architecture.

The campaign’s execution is driven by a dynamic optimization process: early-stage research across the European market informed the creative direction; mid-phase interviews with Spanish users provided feedback that prompted adjustments to enhance scene resonance; late-stage testing with French teams fine-tuned visual details. Innovative use of AI voiceover technology enabled efficient multilingual delivery across 12 campaign videos, while the integration of Chinese and European design resources ensured full compliance with European copyright regulations. Over 1,000 ad placements were deployed across high-traffic touchpoints—primarily major train stations and airports—to maximize visibility. As a result, the brand identity is successfully elevated from a conventional supply chain service provider to a visionary platform for “intelligent entrepreneurial solutions,” achieving measurable rebranding impact and establishing a replicable design paradigm for global B2B brands.