Shanghai General Motors Buick taps into Taobao.com via Hylink for Big Data Collaboration

This collaboration brings together two of the biggest industry players from two distinctively different industry sectors in Shanghai General Motors, China’s leading automaker and Taobao.com, China’s largest e-Commerce platform.

Taobao owns a huge database with nearly 500 million registered users, over 60 million regular visitors each day, 48,000 items sold per minute, accounts 80% of China’s online shopping market share. The strategic partnership is the first-ever for Taobao to allow anyone to mine its huge data resources for strategic marketing solutions.

“Cheque-Out for Your Heart’s Desires”, is a multi-faceted digital campaign that is aligned with Buick Regal’s brand positioning “Drive Your Heart’s Desire Once More”. To accommodate Buick Regal’s all-new launch to a broader and younger target audience, Hylink Digital Solutions strategically launched the campaign where young people gather most, China’s largest online shopping mall – Taobao.

By extracting Big Data from Taobao’s huge data pool, the campaign engages each consumer through a personalised tongue-and-cheek animation by analyzing their purchasing habits through the items saved in their wish-list folders once they log onto the site to shop. The personalised experience reminds consumers never to let their heart’s desires fade away in life and Buick Regal will reward hundreds of lucky winners daily with their ‘heart’s desires’ linking back to the brand’s positioning “Drive Your Heart’s Desire Once More”.