{"id":41773,"date":"2025-01-21T10:23:58","date_gmt":"2025-01-21T10:23:58","guid":{"rendered":"https:\/\/daoinsights.com\/?p=41773"},"modified":"2025-01-21T10:24:09","modified_gmt":"2025-01-21T10:24:09","slug":"taobao-releases-shadow-play-video-for-panda-protection","status":"publish","type":"post","link":"https:\/\/daoinsights.com\/news\/taobao-releases-shadow-play-video-for-panda-protection\/","title":{"rendered":"Taobao releases shadow play video for panda protection"},"content":{"rendered":"\n<p>17 January was National Panda Protection Day in China. On this day, Taobao, along with Alibaba\u2019s charitable branch, <a href=\"https:\/\/socialbeta.com\/campaign\/23856\" target=\"_blank\" rel=\"noreferrer noopener\">released a video<\/a> animated in traditional shadow play style to tell the story of one particular Panda, Taotao, named after the platform.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-vimeo wp-block-embed-vimeo\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Taobao panda protection campaign video\" src=\"https:\/\/player.vimeo.com\/video\/1048853775?dnt=1&amp;app_id=122963\" width=\"520\" height=\"293\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>The <a href=\"https:\/\/www.4anet.com\/p\/01jj0ntq2dsz5x4br6p7fnf9x0\" target=\"_blank\" rel=\"noreferrer noopener\">story of Taotao<\/a> is about it being released into the wild at 2 years of age and learning to survive in the harsh conditions of the Sichuan mountains before finding love and building his family. Indeed, Taotao is the first panda to have successfully had grandchildren after being released into the wild. The video, is accompanied by a voiceover narration in a traditional singsong tone, reenacting key moments of Taotao\u2019s life, including his lessons with his mother, being released into the wild and finding food in the snow etc.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-wp-embed is-provider-dao-insights wp-block-embed-dao-insights\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"wp-embedded-content\" data-secret=\"diHHuU960F\"><a href=\"https:\/\/daoinsights.com\/news\/chengdu-welcomes-return-of-pandas-loaned-to-us-after-23-years\/\">Chengdu welcomes return of pandas loaned to US after 23 years<\/a><\/blockquote><iframe loading=\"lazy\" class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" style=\"position: absolute; visibility: hidden;\" title=\"&#8220;Chengdu welcomes return of pandas loaned to US after 23 years&#8221; &#8212; Dao Insights\" src=\"https:\/\/daoinsights.com\/news\/chengdu-welcomes-return-of-pandas-loaned-to-us-after-23-years\/embed\/#?secret=C4XYmwVSxO#?secret=diHHuU960F\" data-secret=\"diHHuU960F\" width=\"520\" height=\"293\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>The campaign also involves partners such as the SEE Foundation, Foping Panda Natural Reserve and merchants for <strong>a charitable sales event to raise 1 million RMB (136,718.48 USD) for the protection of wild pandas<\/strong>, of which Taotao is one of over 1,900. At the same time, a gamified experience is available for Taobao users to play along with Taotao\u2019s stories.<\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"654\" height=\"1024\" data-id=\"41777\" src=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/01\/taobao-2-654x1024.jpg\" alt=\"\" class=\"wp-image-41777\" srcset=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/01\/taobao-2-654x1024.jpg 654w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/01\/taobao-2-192x300.jpg 192w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/01\/taobao-2-768x1202.jpg 768w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/01\/taobao-2-982x1536.jpg 982w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/01\/taobao-2-1309x2048.jpg 1309w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/01\/taobao-2-1870x2926.jpg 1870w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/01\/taobao-2-400x626.jpg 400w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/01\/taobao-2-800x1252.jpg 800w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/01\/taobao-2-scaled.jpg 1636w\" sizes=\"auto, (max-width: 654px) 100vw, 654px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"654\" height=\"1024\" data-id=\"41776\" src=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/01\/taobao-3-654x1024.jpg\" alt=\"\" class=\"wp-image-41776\" srcset=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/01\/taobao-3-654x1024.jpg 654w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/01\/taobao-3-192x300.jpg 192w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/01\/taobao-3-768x1202.jpg 768w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/01\/taobao-3-982x1536.jpg 982w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/01\/taobao-3-1309x2048.jpg 1309w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/01\/taobao-3-1870x2926.jpg 1870w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/01\/taobao-3-400x626.jpg 400w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/01\/taobao-3-800x1252.jpg 800w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/01\/taobao-3-scaled.jpg 1636w\" sizes=\"auto, (max-width: 654px) 100vw, 654px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"654\" height=\"1024\" data-id=\"41775\" src=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/01\/taobao-4-654x1024.jpg\" alt=\"\" class=\"wp-image-41775\" srcset=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/01\/taobao-4-654x1024.jpg 654w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/01\/taobao-4-192x300.jpg 192w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/01\/taobao-4-768x1202.jpg 768w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/01\/taobao-4-982x1536.jpg 982w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/01\/taobao-4-1309x2048.jpg 1309w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/01\/taobao-4-1870x2926.jpg 1870w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/01\/taobao-4-400x626.jpg 400w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/01\/taobao-4-800x1252.jpg 800w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/01\/taobao-4-scaled.jpg 1636w\" sizes=\"auto, (max-width: 654px) 100vw, 654px\" \/><\/figure>\n<figcaption class=\"blocks-gallery-caption wp-element-caption\">Image: Taobao\/Weibo<\/figcaption><\/figure>\n\n\n\n<p>Back in September last year, Taobao <a href=\"https:\/\/mp.weixin.qq.com\/s\/7L4pDPS2rRwRjuHp7QZBQg\" target=\"_blank\" rel=\"noreferrer noopener\">announced<\/a> that it had \u201cadopted\u201d, or sponsored Taotao the panda in 2011. It had been successfully mating after being raised in the wild for the past 12 years (13 years now). From the adoption came a project called IPANDA, and the name Taotao was also voted by 10s of thousands of Taobao users in 2011.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-wp-embed is-provider-dao-insights wp-block-embed-dao-insights\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"wp-embedded-content\" data-secret=\"FB5a28A9uA\"><a href=\"https:\/\/daoinsights.com\/news\/how-q3-results-from-alibaba-and-jd-com-signal-new-directions\/\">How Q3 results from Alibaba and JD.com signal new directions<\/a><\/blockquote><iframe loading=\"lazy\" class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" style=\"position: absolute; visibility: hidden;\" title=\"&#8220;How Q3 results from Alibaba and JD.com signal new directions&#8221; &#8212; Dao Insights\" src=\"https:\/\/daoinsights.com\/news\/how-q3-results-from-alibaba-and-jd-com-signal-new-directions\/embed\/#?secret=rBKAEmYyRf#?secret=FB5a28A9uA\" data-secret=\"FB5a28A9uA\" width=\"520\" height=\"293\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>This CRM campaign, 14 years in the making, really hones in on the \u201cemotional value\u201d of such campaigns. Pandas are a great subject for not only its adorableness but also the <a href=\"https:\/\/daoinsights.com\/news\/chengdu-welcomes-return-of-pandas-loaned-to-us-after-23-years\/\" target=\"_blank\" rel=\"noreferrer noopener\">national pride<\/a> Chinese consumers have for the China-exclusive mammal. By incorporating shadow play, which is an intangible cultural heritage (ICH), it is also an example of ICH marketing. In fact, the nostalgia of 2010 and the early days of Taobao also provide an angle for emotional value. It is evidenced by the fact that the topic \u201cTaotao\u2019s steps in bamboo\u201d (#\u6dd8\u6dd8\u7684\u7af9\u8ff9#, which is a play on words between \u201c\u8db3\u201d in \u201c\u8db3\u8ff9\u201d, footsteps, sounding similar to \u201c\u7af9\u201d meaning bamboo) <strong>earned <\/strong><a href=\"https:\/\/m.s.weibo.com\/vtopic\/detail_new?click_from=searchpc&amp;q=%23%E6%B7%98%E6%B7%98%E7%9A%84%E7%AB%B9%E8%BF%B9%23\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>210 million<\/strong><\/a><strong> views on Weibo<\/strong>, China\u2019s Twitter equivalent.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>17 January was National Panda Protection Day in China. On this day, Taobao, along with Alibaba\u2019s charitable branch, released a video animated in traditional shadow play style to tell the story of one particular Panda, Taotao, named after the platform. The story of Taotao is about it being released into the wild at 2 years [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":41774,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[2],"tags":[22,36,117,62],"class_list":["post-41773","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-industries-charity-and-non-profit","tag-industries-e-commerce","tag-industries-sustainability-environment","tag-news-marketing-branding","has-thumbnail"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Taobao releases shadow play video for panda protection<\/title>\n<meta name=\"description\" content=\"Taobao has launched a campaign for wild panda protection, introducing a panda it &quot;adopted&quot; and released to 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