How T-Mall turned China’s Singles Day into the world’s biggest e-commerce event

This article describes how T-Mall, the Chinese online retail portal featuring some 10,000 merchants, focused a campaign around China's Single’s Day on 11 November 2012.

How T-Mall turned China's Singles Day into the world's biggest e-commerce event

Tessa Thorniley

Client: T-Mall (owned by Alibaba) Agency: DDB China Group Campaign: Singles Day Market: China

What started off in the 1990s as a bit of fun to celebrate single life...

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