Campaign details
Brand: TmallBrand owner: AlibabaAgency: BBDO ChinaMarket: ChinaIndustries: Online retailMedia channels: Cinema, Online video, Outdoor, out-of-home, Search marketing, Social mediaBudget: 5 - 10 million
Executive summary
In an increasingly data-driven world, the best marketers use it to build strategies that drive growth.
As China's top e-commerce platform, Alibaba's Tmall has access to robust data on Chinese consumers' real-time spending behaviours. To stand out in a discount-driven marketplace, it moved data into the foreground.
By revealing niche, tribe-based trends through Tmall big data, it was able to...