BRAND
Taobao
ABOUT
Taobao's Double 11 is one of the largest e-commerce campaigns globally. For the Hong Kong market, the campaign required a localized approach to connect with urban users in their everyday environments.
Project Overview
ROLE
• Brand Guideline Management • Campaign Strategy & Concept Development • Multi-Touchpoint Campaign Planning • Interactive Experience Strategy • Cross-Team Collaboration with External Agencies
YEAR
2022
THE CHALLENGE
Capturing Attention in a Low-Engagement Market
During the pandemic, user behavior shifted significantly. Commuters became more passive, OOH advertising faced lower attention retention, and Taobao was perceived as a non-local, cross-border platform in Hong Kong.
The challenge was not just to be seen, but to localize a global brand and create a campaign that could capture attention and remain memorable in a low-engagement public environment.
