Tmall: 2019 Brand Strategy

Chinese e-commerce platform Tmall used big data in a multi-channel campaign to build loyalty and increase sales without discounting or celebrity promotions.

Campaign details

Brand: Tmall Brand owner: Alibaba Agency: BBDO China Market: China Industries: Online retail Media channels: Cinema, Online video, Outdoor, out-of-home, Search marketing, Social media Budget: 5 - 10 million

Executive summary

In an increasingly data-driven world, the best marketers use it to build strategies that drive growth.

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