Client

Team

Tiffany Ching, Joey Lo, Edith Tang

Tiffany Ching, Joey Lo, Edith Tang

Fanny Fong, Kula Poon

Tags

The Background

Taobao has long been a popular e-commerce platform for the local Hong Kong community for bargain purchases. However, as the brand wish to target a younger user group, low price is no longer the key to success. In 2018, Taobao shook off its old strategy and launched an experimental project to show millennials the creative & playful side of the brand.

The Challenge

We needed to tackle the fact that millennials see questionable product quality, authenticity, customer service as crucial consideration factor when making a purchase. More, merely adapting marketing material from HQ may not be appreciated by local HKers. The campaigns from the previous years were similar such as KOL 開箱文.

Client

Team

Tiffany Ching, Joey Lo, Edith Tang

Tiffany Ching, Joey Lo, Edith Tang

Fanny Fong, Kula Poon

Tags

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