Tmall Millennium Project

Airy Han, Jovanka Yeh, Leon Liu

Case details

Brand: Tmall

Brand owner: Alibaba

Main Agency: BBDO China

Secondary agency: Guanchi Production Company

Holding Group: Omnicom

Put on the market: Mainland China

Delivery time: August 26, 2020 to November 11, 2020

Industry: E-commerce

Media channels: social media, short video platforms, music platforms, e-commerce platforms, offline activities

Budget: 80 million

Case summary

Domestic social platforms such as Station B and Douyin bind young people's platform usage time through interest content; Tmall, which is still defined as a shopping platform, is eager to increase the adhesion of young...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands