The challenge
What made this hard
Thousands of categories, dozens of languages and seasonal peaks like 11.11 make blanket campaigns inefficient. Spend had to follow margin and category-level conversion rates.
The approach
What LeadPlay did
- 01
Category- and market-level campaign architecture with automated feed segmentation.
- 02
Search and Shopping on Google and Microsoft for in-market demand; DV360 for prospecting and retargeting with dynamic creative.
- 03
Weekly reconciliation against the marketplace’s validated order data to keep commission and attribution aligned.
The outcome
What the client gets
An always-on acquisition engine across markets where AliExpress pays a commission on validated orders and nothing for media or management.