Tmall: Gen Z project

Tmall, an online retail website, launched a campaign in China to reconnect with Gen Z.

Campaign details

Brand: TmallBrand owner: Alibaba GroupEntrant company: BBDO China, ShanghaiMarket: ChinaSector: Online retailMedia channels: Mobile & apps, Online video, Social media, Virtual & augmented reality, Websites & microsites,Budget: Up to 500k

Executive summary

To most Chinese GenZ, Tmall - China's No.1 e-Commerce brand, is just a shop-and-go platform. No wonder they are less "sticky" with Tmall VS. other mainstream short video and social content platforms. To reconnect with GenZ, we create the first ever virtual spokesperson "Qian Miao", who is personified based on big data from...

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