–The Instagram account of Dulceida Dawn on June 17 with the photograph of a man in briefs on an inflatable flamingo in a pool. And hours later, the same elderly man shared a story in the profile of the influencer spraying suntan lotion on her chest. After hours of musings from her fans, convinced that the blogger’s account had been hacked, Dulceida solved the mystery: it was an AliExpress campaign.
The digital action, developed by the creative consultancy PS21, sought to relativize fame and show that, for AliExpress, all customers are equally important, without having to have thousands of followers or be subscribed to any premium service to enjoy discounts from its sellers.
Dulceida revealed the action through this text on her account, which has 3 million fans: ‘With # AliExpressEspaña you don’t have to have a million followers to access the best offers. Whoever you are, from June 21 to 25 you can get products with a 70% discount. ‘
Digital action reached three million impressions, 82,000 likes and 527 commentsAliExpress selected PS21 to manage its digital ecosystem in Spain last May after win the contest in which he beat two other agencies. The creative agency directed by Agustín Vivancos will execute the digital communication of the brand and the monitoring of social media data on Instagram, TikTok, Twitter, Facebook and Youtube.
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