MeMe starts working with AliExpress France
MeMe, Jungle’s social-first creative agency, will manage AliExpress France’s digital strategy with the aim of replicating the success in Spain. The Chinese platform selected the agency in May 2021 to implement its digital ecosystem in Spain and, after managing to increase the average monthly impressions by 442%, will replicate the strategy in the French market.
MeMe’s team will execute the brand’s digital communication and social media data monitoring on TikTok, Facebook, Instagram and Twitter. The strategy, led from Madrid, is nourished by a team of native creatives with exhaustive knowledge of the French culture in order to translate the social strategy to the French imaginary and dynamize their networks. In the first two months of work, the brand’s IG and Facebook have increased their engagement by 500% and 136% respectively.
‘The mission to replicate the formula to AliExpress France is a milestone for MeMe. It may seem that our vision is purely superficial and translates only into shitposting, but the truth is that it has forced us to rethink much more than just brand communication on networks. It has led us to redefine the roles of the team, approach the agency-client relationship differently and has even affected the way we locate talent. Replicating all this in a foreign country is a challenge,’ according to Elisa Vergara, MeMe’s strategy director.
‘The results we achieved with AliExpress Spain have paved the way for us to implement the social strategy in France quickly and effectively. It’s not easy to start up in a new market, but the client has complete confidence in MeMe after a year of working together, and the approval processes are quick and easy despite the cultural differences between Spain and China. This is undoubtedly a success for both parties’, according to Laura Gómez, MeMe’s social media manager.
MeMe is the spin-off of the social department that, for the last four years, has reformulated the digital communication codes with clients such as KFC, AliExpress or Adecco. A strategy based on identifying, activating and squeezing brand assets to permeate the conversations and, therefore, the culture.
