AGENCY
子媛, 品牌营销专家
左晓, 品牌营销专家
井瞳, 高级品牌营销专员
SUMMARY
During 11.11 E-commerce Festival in 2018, Tmall new media team planned a social campaign named “Tmall Run away From Home”——a pluralistic marketing campaign, which made the brand image not only a LOGO but also an IP with personality. It also drive businesses, media and traffic at the same time.
On October 25, Tmall official Weibo announced Tmall(a mascot cat) would ran away from home for 7 days, to encourage netizens to search it, Tmall updated its statuses by “postcards” (via Weibo), it went to some “places”: a brand’s store, a media, a famous movie star’s wedding, even the space with NASA!
The campaign attracted lots of people participate looking for Tmall . Businesses,KOLs and media also participated the "Welcome Tmall" avatar game. Finally, Tmall was picked up by Yi Yangqianxi, the brand’s spokeman. Overall, TMALL had a wonderful beginning for 11.11 preheat.
