Tmall: Gen Z

Stella Yan

E-commerce platform, Tmall, connected with Gen Z in China with a virtual spokesperson and online hub built around the audience's shopping behaviours.

Campaign details

Brand: TmallBrand owner: AlibabaAgency: BBDO ChinaMarket: China (Mainland)Sector: Online retailMedia channels: Online video, Websites & microsites, Virtual & augmented realityBudget: Up to 500k

Executive summary

To most Chinese Gen Z, Tmall (China's number-one e-commerce brand) was just a shop-and-go platform. No wonder they were less 'sticky' with Tmall vs. other mainstream short video and social content platforms. We found that Gen Z didn't want to be limited by experiencing one life. To reconnect with Gen Z, we created the first-ever virtual spokesperson, Qian Miao,...

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