Tmall Holiday Campaign on Everyday Dilemmas – A winner

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Recently, Tmall launched a successful seven-day online campaign called “Seven Topics about Big Brands”, across its Tmall App, official Weibo and WeChat platforms.

The campaign is designed as a warm-up for the “Tmall Fans’ Carnival” on June 18th and featured daily posts from May 30th to June 5th.

Each post featured a new viewpoint on a daily situation – then using this as a context to highlight the discounts of certain related brands on Tmall.

Just half-way into this campaign, over 4 million people have joined the online discussions. Why is this campaign so popular? Let’s have a look at the seven posts day-by-day.

Day1 #Would you let her check your phone?#

#Would you let her check your phone?#

Trust in relationships is hard. Sometimes, even though you are ready to share the rest of your life with another person, you might still want to keep somethings to yourself.

The line between ‘mine’ and ‘ours’ sometimes is blurry for couples, isn’t it?

Related brand discounts –  Xiaomi phones and Meizu appliances 

 

Day 2 #Would you tuck yourself into bed with the air conditioning on?#

#Would you tuck yourself into bed with the air conditioning on?#

#Would you tuck yourself into bed with the air conditioning on?#

You might say “no” without any hesitation.
However, some people think that they are reasonable to say, “Yes!”

Be environment-friendly or be yourself and do whatever you are comfortable with? In such a personalised and independent age, it’s hard to say which one is right.

Related Tmall discounts – white goods brands Hisense and Haier 

 

Day 3 #Would you read the instructions of your electrical home appliances?#

#Would you read the instructions of your electrical home appliances?#

#Would you read the instructions of your electrical home appliances?#

Do people bother to read the instructions for just go ahead and try out their electrical appliances?
After all, some say, practice is the only path to the truth.

Related Tmall discounts – appliance brands Midea and Leshi

Day 4 #Would you think that a man who can cook is an advantage for him?#

#Would you think that a man who can cook is an advantage for him?#

#Would you think that a man who can cook is an advantage for him?#

Men rarely cook in China, but what if they did?
Would he ‘earn points’, create an impression – or just make you realise he is not for you?

Related Tmall discounts – Siemens and Phillips 

Day 5 #Who makes the decision of how to decorate the house?#

#Who makes the decision of how to decorate the house?#

#Who makes the decision of how to decorate the house?#

One of you probably has better taste in decorating.
However, he chose to marry you, so maybe he has pretty good taste?

Related Tmall discounts – furniture  brands Lishi and Quanyou

Day 6 #Would you look very pretty after a shower?#

 #Would you look very pretty after a shower?#

#Would you look very pretty after a shower?#

He always says you look stunning after you shower. But is that really so? Tricky question.

Related Tmall discounts – personal care brands P&G and Amore Pacific

Day 7 #Who should get up and make milk for the baby at midnight?#

 #Who should get up and make milk for the baby at midnight?#

#Who should get up and make milk for the baby at midnight?#

Dad or mum? If a baby could speak once it was born, this would make things much easier.

Related Tmall discounts – infant nutrition brands Wyeth and Nestle 

Why this was good for Tmall?

As a warm-up for the big day, “Tmall Fans’ Carnival”, the campaign used an engaging way to achieve a substantial online buzz.

From a consumer engagement perspective, Tmall carefully selected an interesting topic on each day, regarding the awaking feminism, the personalize trend and being independent in China, especially among the local millenials.

From a cultural perspective, the role of male and female in a family is changing, Tmall arguably creates natural pathways for local millenials to get a chance to present their opinions.

Some of the topics may seem strange from outside China, but it is a SMART practice for Tmall to connect with the everyday problematics of local millennials.

Furthermore, it is already an ‘expectation’ of local consumers that Tmall, and key rival JD.com, will run regular holiday events – so this particular campaign created a fresh take on this internet tradition, thus some much needed differentiation for the platform, and tis

T-mall’s campaign is creating an online buzz by using controversial hashtags.  The hashtags are popping up all over social media because people really want to share their own opinions.  This campaign strategy is SMART 😉 because it not only sparks discussion but also spreads awareness sales activities of the featured brands.  The topics are not only fun to discuss but also kept people curious to see what the next day’s hashtag was going to be.

See our previous explanation of how Tmall is redefining the holiday calendar in China – here 

About Author

Cherry Han

Cherry Han is a Consumer Research Specialist at Resonance. Graduating from Newcastle University, with a Masters degree in Media and Public Relations, she has more recently set her sights to deciphering the behavior of Chinese netizens – particularly her fellow post-90s.

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