Alibaba told the story of a Kenyan ice hockey team chasing the Winter Olympics. A small team, big dreams, and against-all-odds determination. The video focused on human emotion, inspiration, and hope, perfectly aligned with Alibaba’s brand message.
The Results:
- 3.3M views
- High engagement and shares
- Strengthened brand perception as inspirational and globally aware
Why It Worked:
- Story > Product: The team’s journey captured hearts before any brand mention.
- Emotion Drives Sharing: Viewers empathized with the team’s dream.
- Brand Alignment: Alibaba supported a story that reflected its values: ambition, opportunity, and connection.
- Aspirational Narrative: Small beginnings, big dreams—universally relatable.
Takeaways for Creators:
- Lead with story, not product.
- Tap into universal emotions—hope, determination, aspiration.
- Align your story with brand values for authenticity.
- Make it shareable and inspiring, not just informative.
Overview:
Even campaigns with modest budgets can go viral if they tell a human story that resonates. Alibaba’s ice hockey video proves that emotion + brand alignment = impact, offering ideas for creators looking to inspire and engage their audiences.