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.