AliExpress
Client: AliExpress
Creative idea: Sevil Sakaeva
Project manager: Alya Zagrutdinova
Creative copywriter: Ekaterina Tsoy
Bloggers’ management: Nargiza Holova
Production: Boburkhon Akhmedov, Madina Mikhmanova
Cuddling with SherAli: How a Goose Became the Symbol of AliExpress Launch in Uzbekistan
Task:
AliExpress officially entered the Uzbekistan market. We faced a challenging task: to inform media representatives and influencers about this event, to stand out from numerous brands, and to be remembered by the audience. The budget was limited, so a creative and memorable approach was required.
Solution:
Considering the increased level of stress and anxiety worldwide, especially in Uzbekistan, we decided to make the brand's first communication as empathetic and supportive as possible.
Instead of standard gifts, we decided to give influencers a piece of warmth and care. The choice fell on the most empathetic internet hero — a hugging goose.
Empathy isn’t measured in expensive brands and six-figure sums, so the entire campaign budget amounted to only 40 geese.
To strengthen the emotional connection with the audience, we decided to localize the image of the goose. We gave him a native Uzbek name - SherAli, part of which sounds very similar to "Ali" from "AliExpress", and also invited Uzbek designer Nadi, known for her work on reviving ethnic motifs. She dressed our goose in an exclusive scarf made of vintage adras.
This is how SherAli came to be — a Chinese-Uzbek hugging goose.
SherAli's journey exceeded our expectations and achieved the following results:
More than 50 organic mentions on social networks;
+2000 subscribers on the official account in the first week;
Campaign reach was 10% of the Tashkent population.
Seeing such results, we decided that SherAli had become a real celebrity. However, a month, two, three, and even a year later, we continue to notice him in the homes of our bloggers, in the arms of their children, and even at their workplaces.
Thus, SherAli did not remain part of another blogger's gift box but became a real support for those lucky enough to have him.