Taobao taps Zhang Linghe for global Double 11 campaign

Taobao Tmall World has tapped Chinese actor Zhang Linghe for its latest Double 11 brand film across major online platforms worldwide. The launch is accompanied by an outdoor advertising campaign at prominent city landmarks, featuring large-format video and print billboards, themed subway trains and glasses-free 3D displays.

Starting off with the Taobao 11.11 sale, the collaboration invites cross-border users to explore the app and discover its six refreshed shopping experiences  -  quality, taste, lifestyle, trendy, smart and surprise - under its "Find everything and anything on Taobao" brand promise. 

Powered by Zhang’s globally appealing image and soaring popularity, Taobao will kick off its Double 11 campaign by inviting users worldwide to open the Taobao app and discover the unique shopping joy of its six refreshed user experiences.

From 14 October to 13 November, users in the five markets of Hong Kong, China; Taiwan, China; Malaysia, Singapore and Thailand can join the “Daily treasure hunt” campaign in the Taobao app. Simply completing daily tasks such as visiting the app, browsing, placing orders or inviting friends gives users opportunities to take part in treasure hunts and earn “Ling points”. Accumulated check-ins progressively unlock eight exclusive behind-the-scenes videos featuring Zhang.

Points can be redeemed for digital gifts, Taobao vouchers and Zhang-themed merchandise. Digital gifts include Zhang-themed in-app skins, stickers, phone wallpapers and voice messages. Top-ranking users also have a chance to receive autographed gifts and other limited-edition rewards. During Double 11, Zhang will appear in an exclusive livestream in the app, connecting with fans across markets in real time.

Brand film introduces "endless possibilities"

Premiering globally on 14 October, the brand film embodies a shared philosophy of "endless possibilities." Filmed using a specialised motion-control robotic camera arm (MOCO) for seamless visual transitions, the video mimics the fluid experience of browsing the Taobao app.

Through curated fashion, sports gear, pet supplies, anime collectibles, and smart tech, Zhang showcases different facets of his own lifestyle and personality, encouraging viewers to explore their own passions.

Through thoughtfully designed products, well-crafted clothing and avant-garde fashion, Zhang showcases taste, quality and trendy. His interests in sports, pet care and anime illustrate Lifestyle, while smart devices highlight smart. Playful, unexpected finds capture the spirit of surprise.

Together, these sequences reveal different facets of Zhang’s personality and invite viewers to explore their own interests through Taobao. The film closes with Zhang tapping the app again, welcoming audiences to discover more under the brand promise, “Find Everything and Anything on Taobao”.

As Chinese dramas continue to gain popularity worldwide, Zhang's performances have attracted a growing international fan base, particularly in Southeast Asian markets such as Thailand and Malaysia, where he is warmly embraced by local audiences as a bona fide international star. On screen, he brings depth and nuance to every role; off screen, he pursues a wide range of interests. His warmth, authenticity and curiosity about the world align closely with Taobao’s brand value of helping users explore diverse lifestyles and find joy in every discovery.

“Exploring new things and spending time on hobbies help me discover more possibilities in life and bring inspiration to the different characters I play,” said Zhang. “People around the world have a lifestyle they aspire to, but finding products that truly match their tastes can be challenging when choices are limited. Now, with the Taobao app, not only can you easily find what you are looking for, but you will also discover unexpected surprises along the way."

"The variety of styles and options on Taobao can spark new ideas right in the middle of your everyday life. I’m delighted to partner with Taobao and invite users around the world to explore the app with me and experience the joy of shopping, where surprises await at every turn," he added.

The campaign will come to life through outdoor activations in Singapore, Hong Kong, Kuala Lumpur and Bangkok, featuring formats including large-format video and print billboards, themed subway trains and glasses-free 3D displays. 

Zhang-themed in-person events will follow, beginning in Hong Kong on 15 October, then in Bangkok and Kuala Lumpur on 24 October. Local visitors can experience Taobao’s latest brand-refresh activities on site and have a chance to receive limited-edition Zhang-themed Taobao gifts. Venues, opening hours and participation details will be announced on Taobao’s official social media channels in each market.

MARKETING-INTERACTIVE has reached out to Taobao for more information. 

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